Whats going on with Lead Generation?

 

 

 

Lead Generation Has Grown Up

• The role has been elevated from being viewed as a low-skill phone resource to being viewed as an important element of a sales strategy.
• Today, quality is key and lead generation is becoming a proper part of the sales cycle. It is about identifying REAL opportunities which match with the model/strategy. For us, the group reports to Marketing and that is in question. At some point, it might have to be moved to sales.
• Lead generation used to be volume based; it was mostly about a pure appointment setting activity. Now it’s about quality and not quantity. It’s a more critical part of the pipeline generation/overall sales process than most people give it credit for.

Crazy Busy Buyers

• There’s less direct contact with key buyers. So there’s more emphasis on value messaging and specific insight from lead nurturing, trigger events or insight gleaned from speaking with lower level folks (day in the life pains).
• It’s increasingly more difficult as c-levels hide behind AAs, voicemail and even e-mail. It takes more dogged determination and creativity.