Phase 1: Inquiry
These inquiries are divided into ”inbound” and ”outbound”. This includes all inbound (completed contact forms, direct website visits, whitepaper downloads, newsletter subscriptions, etc.) and outbound (sent e-mails, clicks on advertisements, media publications) actions. We have attached different scores to all of these actions. When an employee of an interesting account (within your target group) executes such an action, it ends up in the document. We only classify people with the roles marketing, sales new business/development and C-level because these are the people who make decisions about our products/services and use them primarily.
Each time an organisation completes one of these actions, the points are awarded to the account. When the company reaches more than 15 points, it becomes an AQL (Automation Qualified Lead). However, there is an exception when awarding points, a completed contact form is of such importance that it receives more points and automatically switches to TAL or SAL”.
Phase 3: Sales Qualification
Once the telemarketer has qualified the lead, it moves on to sales. If the lead meets the set requirements, it will be accepted by sales. Subsequently, sales will talk to the contact person.
If a proposal is issued, a sales opportunity is linked to it and this lead receives the status Sales Qualified Lead. Here, too, it is possible for sales to take action themselves on the accounts selected for this purpose (named accounts).
Just a few more questions to bring focus to your funnel:
- What are the steps and strategies to measure lead shifts in the buying process?
- Can you estimate how the buying process is going for a prospect?
- Is this process also clearly defined and consistent?
- How can you continue improving the collaboration between marketing and sales with effective lead management?