Lead Management Workflow: The Routing Roadmap
Qualifying leads, validating contacts, profiling accounts, curating content, communicating, researching: these are a few of the ingredients that go into the sales lead management process to achieve a successful ABM campaign, so when you finally get to reap what you’ve sown, it’s a rewarding feeling. But here’s a fun fact about account based marketing: none of your strategic planning or execution efforts matter if you don’t route your opportunities properly! That’s why you need this opportunity roadmap – so you know exactly where you go from the point of obtaining the lead.
Stop #1: The Decision
When you first get a good lead, you need to make a decision: who can handle this particular lead best? Who is most likely to close this deal? Don’t play hot potato with opportunities, think logically. You’ve got a few options, each with their own individual strengths, so let’s categorize this lead to decide where it will go. If it’s a high-priority, key account – a lead that you or your client really wants – you should route this to the direct sales team. They can take a highly personal approach and build the relationship. You might even have a specific salesperson in mind that is good for this specific type of account, and if so, that’s even better.
On the other hand, you might have a good, qualified lead that you didn’t necessarily expect – a second-tier lead, perhaps. These should go to your channel partners/VARs. Channel partners’ strengths lie in supplementing the sales plan with their own unique services and value propositions, complementing your product or service to make it more appealing.
Stop #2: Enablement
The next important stop lead management workflow is the enablement process. Whether you put your lead in the hands of your direct salesforce or a channel partner, it’s important to enable them to follow up on the lead to make sure it’s not just