When is a lead not a lead?

There’s a number of different ways to answer that question.

That’s the point.

A lead isn’t a lead when the people consuming the lead (sales) don’t agree with the definition of the people creating the lead (marketing).  What results is frustration and lack of respect from both sides to the other.

The first thing to do in every lead generation program is define it:

  • Who is the target audience?
  • How will we reach them?
  • What do we want them to do?
  • What call to action will we offer them?
  • What are we going to offer to them to act?
  • What expectation do we want to give them?
  • How will we follow-up?
  • Who will follow-up?
  • When will we follow-up?
  • What will we do or ask when we follow-up?
  • How will we record results of the lead?
  • Who will we report results to?
  • When will we evaluate our lead generation efforts?
  • What will we consider a success?
  • What will we do with the leads which don’t result in success?

The list above can grow, but the thought doesn’t change — we need to define the effort before we launch it.

Saying we’re generating leads isn’t enough.  It’s too vague.

A lead isn’t a lead until we define it and those involved in the process mutually agree.

What’s your experience?

What say you?


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