Be Smarter About Your Lead Qualification program

You have a fixed budget with little flexibility for expansion and want to develop a Lead Qualification effort to support your company's marketing inquiry generating activities (top of funnel) to maximize sales (force) productivity. Your choices:

  • Touch all inquiries by deploying a low cost agency and risk losing significant opportunities
  • Or ... Maximize Inquiry Conversions to HQLs (Highly Qualified Leads) i.e Optimize the budget to maximize ROI.

Let’s take a look.

Assumptions:

  • Annual budget of $200k
  • Monthly volume of inquiries (hand raises) - 2,000 from a variety of sources:
  • Inbound calls
  • Webform Posts
  • Whitepaper download
  • Email responses
  • Webinar attendance
  • etc.

Two agencies

  • Agency A: Best of Breed company
    • Higher cost  (See details below)
    • Agency B
      • Low cost
      • Possibly offshore

Let’s examine why what costs less might actually cost more.

roisimulation
roisimulation

Conclusion:

  • Agency A nets almost 100% more revenue that Agency B
  • Double the ROI

Note:  The variables and circumstances in your case may differ.  However, in my own experience a B type agency has never bested ETI (a best of breed company) on ROI.

Interested in evaluating your lead qualification program?  Or plugging your variables into this model? We’ll be more than happy to give you a fair analysis of how working with a Best of Breed company like ETI will impact your bottom line.  Please call 1.800.466.4ETI and we’ll be happy to provide an analysis of your existing program.

*Agency A

  • Best of Breed
  • Higher cost basis with greater deliverables
  • Smart well educated (university graduates)
  • Little - or no - significant churn
    • Stable Business Development staff
    • Onshore
    • Deep understanding (and experience) with business culture
    • Great familiarity navigating large enterprises
    • Very comfortable interacting with high level executives (C Level)
    • Not scripted
      • Approach is consultative
      • Results in identification of larger sales opportunities
      • Shorter sales cycles
      • State of the art technology platform to support the effort
      • Realtime visibility to all activities on your behalf
      • 24X7 Reporting Portal
      • CRM and Marketing Automation Platform integration
      • Promote and extend your brand

**Agency B:

  • Lower cost
  • Lower quality staffing usually referred to as “agents”
  • High staff churn
  • Frequent need to provision additional training
  • If product is complex (i.e. not a commodity) then is this agency capable of communicating your value proposition
  • Do not know how to navigate across large enterprises
  • Highly scripted
  • Not comfortable with consultative conversations
  • Limited technical capacity
  • Poor brand representation
  • Possible (irreparable) harm may be caused due to non-professional representation

*** MQL - Marketing Qualified Leads ****SQL - Sales Qualified Leads

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