Posted by Phil Wiseman on Oct 25, 2017 2:40:50 PM
The concept of Lean is very straight forward. Eliminate or reduce waste in a process. The principles have been applied across manufacturing, but are often overlooked or simply not understood in marketing.
The sales cycle/process has evolved from a benefits/features model- look what I have for you- to a customer driven model- what do you have for me. The role of the salesperson has evolved dramatically in most market sectors. Spending time knocking on doors and making cold calls on the phone has become a dinosaur method of selling.
Modern selling methods understand that you need to allow a customer to buy from you and that you eliminate any steps that complicate that process.- Lean Marketing.
One highly effective tool that eliminates waste in the sales process is Predictive Lead Scoring. Predictive Lead Scoring is a data driven method based on behaviors, demographics and engagement.
How can you use Predictive Lead Scoring as a Lean Tool For Marketing?
Sales and Marketing can now agree on what is a Marketing Qualified Lead and a Sales Qualified Lead. This resolves the age old conflict of “ We send sales leads and they don’t close them!” and “ Marketing sends us bad leads”.
Sales now spends time on those leads
that are qualified and marketing spends time on generating content to engage and move leads through the sales process. As you gather more data you can improve lead scoring by weighting contributors and refining your model. Quality 101: Plan, Do, Check, Act.
Download our free Ebook on generating high quality leads.