In my last post I discussed setting up your grading criteria according to your definition of a good lead. Maybe we should have started with the essential first step of figuring out exactly what makes a good lead. I mentioned collaborating with the sales team – they are on the front lines dealing with potential customers each day.

Brian Carroll set forth five steps to forming your “universal lead definition” by collaborating with the sales team:

  1. Meet: Gather your sales and marketing teams and establish your goal, stressing how it will benefit everyone involved.
  2. Ask: Find out what sales looks for in a lead, how well you’re doing currently and what may need to change. Be open to constructive criticism.
  3. Don’t Stop: After you’ve met and formed your universal lead definition, make sure everyone involved sees the final product and is on board with the results of your conversations.
  4. Publish: Keep your lead definition handy and visible so that it is top of mind for everyone involved in the process.
  5. Close the Loop: Review and revise your definition as needed. Use real life examples like “Was X a good lead? Why or why not?”

Read the full post on the B2B Lead Generation Blog.

Laura Horton

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