Yes, yes and yes.
The reason lead management and follow up can be so problematic, AND the reason why it's such a great place to dig in to boost revenue and get insights into your Overall Revenue Effectiveness, is because it sits at the intersection of so many disciplines.
It really does involve strategy, manufacturing marketing, industrial sales and your marketing and sales technology stack.
As we start to explore ways to optimize lead follow up, we'll develop new ways to visualize revenue growth as a complex system which can be engineered, optimized and continuously improved.
At the same time, because we'll focus on this narrow segment, it won't become too overwhelming or a massive change management project.
Ed works with industrial manufacturers and distributors, primarily in the capital equipment space.
He's spent many years marketing and selling to engineers, plant managers, business owners and the C-Suite.
He understands your business and your buyers.
Almost certainly not. Trade shows remain an important lead generation channel for industrial manufacturers, and they offer other benefits beyond net new logo leads.
That being said, you'll almost certainly have to change the way you work them, and refine your resource allocation decisions (how many & which shows, booth size, sales team presence, total spend, etc.)
How many companies do you begin to work with that don't do any digital marketing?
That's what I thought.
Every company needs to do digital marketing today - not only for lead-gen but for credibility with buyers, potential employees, prospective vendors, etc.
Would you ever say "what if we don't do bookkeeping"? Of course not. It's a basic business function.
I can help you start, improve or refine your efforts, regardless of what stage of maturity your current program has.
Probably. At least to do the audit.
However, as we dig into your follow up process, closed loop revenue accounting, reporting, and accountability we may find that your current CRM (and marketing automation) have shortcomings. You'll have to decide whether the benefit of upgrading outweighs possible cost and the inherent disruption.
The lead process audit costs $7,300. It's priced to be an easy decision. While I won't make money, it's a business development expense. I expect we'll end up doing further work together.
The return should be massive.
Not only will we unlock latent value in existing leads, but you'll emerge with management insights to improve your revenue growth system.
Then you won't get the immediate bang from the audit, but many other likely insights will improve your entire revenue growth operation.
But here's my question....How do you know you're following up well? Not just assume, but know?
Because what I know from many instances of looking at companies' lead follow up is that it's always much less consistent and determined than executives believe.
An audit takes about one month. That may vary depending on our mutual schedules for meeting, and how quickly you and your team can get me the info I need.
My Overall Revenue Effectiveness™ Framework guides my work with boards of directors, executives, manufacturing marketing, industrial sales, and marketing and sales technology.
Most industrial manufacturers have very rigorous processes for operations and production, but little analogous structure for revenue growth. That's a huge opportunity.
The lead audit creates awareness around other related issues and gives us an opportunity to experiment with working together to evaluate the fit.
Just pick one, today, right now, before you wander off and get distracted. Solving your lead generation and lead follow up are critical to the net quality output at the end of your revenue growth process - total sales.OR