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Current page is 3.1: Our Methodology
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Managing Lead Generation
Global Marketing Technologies manages the sales lead generation process for high-technology companies. Customised programmes are developed to meet customer sales objectives. The media used in this process can include:
- telemarketing
- email communication before calling
- email follow-up
- direct mail
- live seminar or webinar events.
Campaigns are integrated to make optimum use of each component. The media mix chosen depends on:
- target customer profile
- target customer demographics
- decision maker contact level
- solution complexity
- the competitive situation.
The telemarketing component is very powerful. Decision-makers are identified and their feedback can be evaluated quickly. By careful questioning, the business issues can be drawn out and prospects qualified. The background information on current solutions, potential objections and the decision process can be gathered during a series of calls. Appointments can be made with qualified decision-makers. Where customers can provide remote access to their customer relation management (CRM) system, information and appointments are updated in real time. Metrics are established during the initial phases of a campaign, then continually monitored as programmes are rolled out.
The benefits to customers include:
- Increased revenue and reduced cost of sales through increased sales force productivity and improved motivation.
- Better flexibility and scalability as market conditions change and new opportunities appear.
- Improved sales forecast as feast to famine is eliminated or reduced (see Whitepaper).
- Higher quality sales (because salespeople have an optimum pipeline and can negotiate from a position of strength).
- Shorter sales cycle.
- Less time needed to get new salespeople up to speed.
- Improved sales force morale because they don’t have to spend the time making many calls to reach a decision-maker, and they don’t have to deal with rejection.
