Six Keys To An Effective Marketing Lead Generation System

An effective, revenue producing lead generation system is one of the best ways for marketing to add quantitative value to an organization and, in particular, the sales force which is generally intertwined with marketing as they both look to grow the company. Marketers can often get sidetracked by creative, messaging or channels, but lead generation is the critical path for marketing as it shows the true value it brings to a firm.

Here are six tenants to building a world-class lead generation and management system:

  • Know your data – part of being able to build an effective lead system means knowing your information and understanding where customers are currently coming from, what good (and bad) customers look like, building consensus and models around what kind of business you want to attract, and what quantitative and qualitative attributes are desired in your future customer base. Understanding where you are and where you want to go narrows the playing field.
  • Trust but verify – since you will be creating programs or possibly buying information to fuel leads for the system, it’s important you are committed to the process and check all the inputs to make sure they will give you what you want. That means you need to have a clear understanding of what your sales team looks for in a lead and putting those parameters into your construct.
  • Qualification is critical – you can most likely be guaranteed that if your lead program is not ideal, the sales team will be vocal about it. Testing for quality and mapping leads to the parameters set by the sales team before the leads hit the sales force will ensure quality and improve your chances of success.
  • Get feedback early and often– invariably the early stages of any lead program have bumps, but the more your steer into them versus defending your position will create a stronger bond with the sales team and strengthen that foxhole mentality that proves to them you are both in this together.
  • Make sure you can measure what you build – the hardest part of lead generation/management systems sometimes is the feedback from the sales team, even when it means revenue is coming into the company. The sales team can be distracted by several things so make sure you have some type of systemic measurement process in place instead of solely relying on the feedback from the sales team.
  • Always move forward – these types of programs – ones that lead to revenue and contribution to the company as a whole – help make marketing integral to the organization so keep working to make your lead generation system operational and successful. Even when you may feel you’re climbing Everest, keep putting your toe in the hold and reach for that next rock.

Creating alignment throughout an organization about lead generation and management is one of the greatest challenges a marketer can face, but the learning and the rewards of making it successful create a lasting value for you and the organization.