How are things actually working? Where do our leads fall out? Is our process optimal? We all want to improve conversions and increase revenue, but it can be tough to understand if your people, tools, or process actually translate into measurable revenue. Here are X ways we’ve seen clients document (and optimize) their lead management process.
>> Related: It’s Time to Abandon TQL and SAL in Your Lead Funnel <<
In this post:
Sample Lead Management Processes
ABM with BDRs/AEs
status, scoring, funnel stages
ABM with AEs only
Hybrid ABM
focus on this as it’s most Sponge clients fit this model
– Target Accounts
– Demand Gen Efforts
Non ABM
Person Accounts
Lead Conversions
Document your own Lead Management Process
My favorite way to understand a funnel’s strengths and weaknesses is to follow leads through their entire journey, all the way from their first impression to a closed won opportunity.
This is all about the nitty gritty. Interview or shadow actual reps, and screenshare to see their lead queues and workflows:
- How do reps get notified of new leads?
- Can reps cold prospect into the marketing database?
- What is the goal of SDRs?
- How do SDRs notify Sales of opportunities?
- How do “marketing sourced” opportunities get created?
- Does Sales receive MQLs? How do they get notified?
- What are the biggest gaps / hiccups in the process? Where do most leads fall out?
- How do you recycle leads? Do you DQ leads?
- How are MQLs created? How do people know it’s an MQL?
Quick[er] projects to get started
If you’re realizing your lead-to-revenue process is ghosting leads, I recommend starting with one of these projects:
- Reshape Sales’ & Marketing’s roles and responsibilities, for example, having SDRs create Opportunities
- Create new ICP fit, BANT criteria, MQL threshold, etc.
- Implement simple, self-evident lead stages
- Negotiate the Marketing-to-Sales handoff, including SLAs for follow up
Change is hard, and it takes most of our clients over a year to completely transform their lead management process. Prioritize one of these projects as a pilot, get an early win, and build your momentum. And, of course, if you want Sponge’s help, just get in touch ⬇️
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