You Don't See This Every Day
One of the employees taped it, and posted it on their blog.
To quote Don King: “Only in America”
Money: If you are going to go to war, you'd better bring some ammunition.
The problem with leads is, well, they are rubbish. And your sales team knows it.
So if you think it’s tough getting your direct sales force to follow up on outsourced leads, imagine the difficulty that GE Access faced getting their VARs to follow up. That’s the focus of an insightful case study on MarketingSherpa.
Companies that throw money into ‘lead gen’ programs and only metric quantity are not only missing the boat in terms of lost revenue, but if they are throwing dead leads at their channel partners, they risk becoming the boy who cried wolf, as evidenced by the fact that only 60% of the leads that GE Access were furnishing to their partners were even being claimed.
At the end of the day, that’s the biggest problem with leads: sales professionals don’t have confidence in them. Solving this problem requires a fundamental shift in terms of what constitutes an opportunity worth engaging field sales. Smart marketing organizations are putting programs in place to tackle this task, and do much of the up-front qualification work (read: asking the tough questions) before getting a rep on the line.
Ultimately, the marketing manager for GE Access saw the light, and implemented two major changes:
First, she tackled the poor lead quality issue head-on by conducting post-mortems on B.S. leads and jettisoning the worst-performing lead gen companies.
Second, she got on the phone with her sales force (in this case: channel partners) and started holding them accountable for running with her new-and-improved leads, driving communication through her inside sales team, and scaling from there.
To me, it’s eye-popping that one of the most sophisticated companies in the world was running into the same challenges that we consult with early-stage startups every day…who knows, maybe we are finally seeing a revolt against garbage leads.