ViewPoint

article thumbnail

Is it Fraudulent to Spend Money on Lead Gen Without an ROI?

ViewPoint

Thinking back on my career, I realized early on that marketing spending of any sort, whether for people or programs, must be rooted in my ability (and our marketing department’s ability) to justify the expense. Nothing else made sense to me then or now. If you intend to spend the investor’s money (AKA company money) based on notions and intuition, without a plan to report the results, you are misleading management.

Lead Gen 221
article thumbnail

How to Blow $100,000 on a Lead Generation Campaign

ViewPoint

The CMO of a Fortune 500 company offered the CRO the following options regarding spending $100,000 on a marketing campaign. He was willing to provide the sales team one of six choices: 200,000 targeted contacts (name and title) in the right vertical (no email addresses). 100,000 companies with up to three executive contacts in the right companies (no email addresses). 20,000 companies with multiple contacts and verified technical environment information in the right verticals (no email addresses

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

Six Steps Toward Building a Successful Sales Force

ViewPoint

Building a successful sales force is not easy. Most sales managers will tell you it involves three fundamental steps: Hire the best-qualified candidates; train them; and compensate for results. But there is more to it than that. There are three additional steps that more savvy sales leaders know make the difference between a mediocre sales team, and one that consistently generates the deals needed to achieve revenue goals.

article thumbnail

Increase Revenue, Decrease Costs - Download the Free eBook!

ViewPoint

B2B marketers are certainly aware that business marketing data degrades quickly. Most know that there is no such thing as a “good list”. Keeping data clean is critical to lead generation success. Yet, it is frequently done wrong. To reveal segments with higher probability of generating leads, compare your marketing database, which could number thousands of contacts, to your customer database.

article thumbnail

Scoping Qualified Prospects for B2B Lead Generation: Shotgun or Laser?

ViewPoint

A shotgun blast impacts a widely affected and less targeted area, while a laser beam is precise and accurate to its aim. Both have their place in sales and marketing. Which style works best for qualified lead generation and provides a lower cost per lead? The most effective sales people, appropriately nicknamed hunters, are laser-focused on results and seek the most qualified leads from their marketing team.

article thumbnail

We Can Do It Cheaper (and Better) Inside – 5 Reasons Why You Can’t

ViewPoint

The misconception that building an internal team of sales development reps gives you more control and costs less is widespread. In-house tele-prospecting costs more than outsourcing and by outsourcing you can find superior services (however, you must be careful because there is a lot of mediocrity in the lead generation space). What marketing and sales executives who object to partnering with a specialized firm fail to add up are all the costs of establishing an inside team.

article thumbnail

Dear CEO: Fix these three things and increase revenue

ViewPoint

Companies with optimized sales and marketing organization achieve results by doing three things well. Not 50 things. Just three: Agree on your market, media and message. Measure what matters. Deliver fewer, but better, leads to sales. The more senior you are in your organization the more likely it is that you think these actions should be (whether or not they can be) handled by others in your organization.