Before you jump on board, consider the following:
Which of these scenarios are you interested in:
1. Your market is "creamed" and your sales reps are sent leads prequalified as lightly as possible so that the provider gets paid as much as possible. Meanwhile, the low base rate you thought you were paying has just increased by 35%. You wouldn't want poor customer service, would you? Each and every one of their reports is custom—and expensive...
2. Compare that to a partnership where both the client and the provider/partner are aligned. Of course generating leads and increasing revenue are primary objectives. However, what about weeding out those names on your lists that are absolute garbage (you will never identify them and weed them out with scenario #1). What about companies that are fully qualified (type, size, vertical, environment...) but just not sales-ready? If 30 - 40% of the average list contains qualified companies with no immediate interest—but that same list is a great source of future opportunity, wouldn't you want to know that AND stay in front of that market until ready-buyers are produced? Of course!
Do you want high quality leads from a best in class provider/partner or an argument about how this low-level lead really does or does not meet the qualifying criteria?
Best-of-class prospect development focuses on qualified revenue opportunities: | Standard lead generation focuses on quantity rather than quality: |
Fills your forecast with qualified prospects | Floods your pipeline with so-called leads |
Delivers fewer, yet more qualified leads that improve results | Claims inflated lead rates without regard for quality |
Gives you sales-ready prospects in seamless transition | Clutters calendars with unqualified meetings |
Segments, mines databases for maximum effectiveness | Uses standard lists, and hopes for different results |
Offers program ROI—averaging 10x investment | Offers programs that incent volume, not quality |
Measures value by revenue generated | Measures value by cost-per-lead |
For more information about quality Prospect Development:
Prospect Development | Business Case
By Dan McDade
Topics: Lead Generation, Marketing Strategy, Cost Per Lead