lead gen marketing effectiveness

How do you improve the probability that the opportunities marketing generates will convert? Many organizations deploy a lead qualification team to evaluate whether opportunities and are sales-ready AND worthy to be forwarded to the “closers” or sales team. The idea behind developing and deploying a lead qualification team is to increase the quality and flow of leads. The lead qualification team generally uses lead scoring criteria to identify and disposition “closable” opportunities.

With the focus on improving both the number of active opportunities in the pipeline and the rate of customer acquisition, it’s clear to see why more organizations are investing in this resource. For lead qualification teams to be successful there needs to be a clearly defined lead scoring process. While 92% of world class organizations have a standardized process to quality leads, only 42% of “all other” organizations consistently follow a standardized process to qualify opportunities. And only about 38.9% of companies have a formal definition of a qualified lead. How can you measure the effectiveness of your lead qualification team?

Five Key Measures of Lead Effectiveness

Here are five key effectiveness related measures:

  1. Reach or Engagement Rate – the actual number of opportunities the lead qualification team was able to engage with or reach and their performance against the target reach rate.
  2. Qualification Rate – the actual number of opportunities the team qualified that actually met the qualification criteria and the speed in which these were added to the marketing or sales qualification stage and their performance against the target. If there are other avenues for qualifying opportunities you will want to compare the lead qualification team’s score to those of the alternatives.
  3. Conversion Rate – the speed at which the qualified opportunities convert across the pipeline stages and how the team’s conversion rate compares to the performance conversion reach rate target and other avenues.
  4. Pipeline Contribution– the actual number of qualified leads the team adds to the pipeline and the value of these leads as well as how this number compares to the target and other avenues in which qualified leads are added to the pipeline.
  5. Win Rate – the actual number of the lead qualification’s team opportunities that convert to customers, along with how well they performed against the target win rate and target value and compared to the win rate for other avenues.
Lead Qualification Team Metrics
Metrics for Measuring the Effectiveness of Your Lead Qualification Team

With a well-oiled effective lead qualification team you should be able to produce more consistent and better quality leads along with higher conversion rates, reduced sales cycle and improved win rates. These metrics will help you measure the performance of your lead qualification team with these measures in mind. If you aren’t seeing the results, it may be time initiate a formal win/loss analysis. That would be something we’d be perfect to help you with.

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