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Who’s Harvesting Your Lead Farm?

SBI

Guest Post By Dan McDade, CEO & President, PointClear. They are incented to deliver high volumes of interested names, and they don’t have the skill sets and bandwidth to nurture leads or close sales. Marketing resources act as prospectors or beaters who beat the bushes and drum up interest. About the Author .

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Looking to enhance sales lead performance? Put process before technology.

Pointclear

Metrics: Measure your success in a meaningful way that incents quality, value, and seamless conversion. Message: Compelling "silver bullets" (conversational points) about your prospects' specific challenges, problems or concerns (vs. a scripted "blast them all" approach) let you truly interact with prospects - and progress the funnel.

Lead Rank 169
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Why Measuring Success on Cost Per Lead is a Huge Mistake

Pointclear

Cost-per-lead is not the correct metric for measuring marketing initiative success for the following reasons: It incorrectly incents volume over quality. It incorrectly emphasizes cost over ROI value. It doesn’t deliver high quality, high value, more convertible leads.

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Should Marketing Be Compensated On Revenue?

Pointclear

It is also a growing trend to use incentives for inside sales lead qualification people who work in Marketing. Eric brought up MBOs (management by objectives) as a common tactic in use to compensate marketers for their efforts. Is this good or bad? Eric and I didn’t agree on everything, and that’s ok. But what do you think?

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Lists and the Rest of the Story

Pointclear

That certainly does not incent list owners to make investments in list cleansing. Most never get delivered. The cute mailer and/or premium goes home with the mailroom attendant – all because nobody was willing to pay to keep the list current. Finally, vendors simply get away with selling sub-optimal lists.

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Lists and the Rest of the Story

Pointclear

That certainly does not incent list owners to make investments in list cleansing. Most never get delivered. The cute mailer and/or premium goes home with the mailroom attendant – all because nobody was willing to pay to keep the list current. Finally, vendors simply get away with selling sub-optimal lists.

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Advice to Steve, a Down-and-Almost-Out Sales Manager: Telemarket Old Leads First!

Pointclear

On average, 50% of these inquirers are still in the market to buy, and he might not have to resort to losing tactics, such as price reductions or expensive sales incentive programs, which seldom work in Q4. The key for Steve was to call the right people out of the 9,600, and to use an outside service, because he needed the new leads fast.