Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance based on what you've told me about the struggles your sales team is having with the leads that marketing is generating. It sounds like you've got a classic problem there, so you're defintely not alone.
I'd say you're facing a few challenges that are all interlinked, and addressing them systematically will be key to improving your sales accepted lead (SAL) rate and, ultimately, converting more leads into paying customers.
We'll need to look at alignment between sales and marketing...
First and foremost, it sounds like you've got a serious alignment problem between your sales and marketing teams. From my experience, its not really about whose fault it is but more about ensuring that everyone is on the same page. Are they working towards the same goals, using the same criteria for judging lead quality? If not, that's where you'll need to start.
It's crucial that both teams have a shared understanding of what constitutes a "qualified" lead. This isn't just about ticking boxes on a form; it's about ensuring that the leads passed to sales have a genuine interest in your predictive analytics platform and the potential to become paying customers. I remember one situation with a software client where the marketing team were generating signups without considering whether the user was in their target audience. This wasted loads of time for the sales team who had to weed out the unsuitable leads. Agreeing on the criteria for a "good" lead upfront is essential.
Without this alignment, marketing may be focusing on vanity metrics (like number of leads generated) rather than delivering leads that are truly sales-ready. Sales, on the other hand, may be dismissing leads prematurely due to a lack of understanding of the lead generation process. To foster alignment, consider implementing the following:
-> Joint workshops: Facilitate regular workshops where sales and marketing can openly discuss their goals, challenges, and expectations.
-> Shared dashboards: Create dashboards that track key metrics (e.g., SAL rate, conversion rate, customer lifetime value) and are accessible to both teams.
-> Feedback loops: Establish clear feedback loops so that sales can provide timely and constructive feedback to marketing on the quality of leads.
I'd say you need to dig into the "why"...
Once you've addressed the alignment issue, it's time to dig deeper into *why* the sales team is struggling to convert leads into paying customers. Don't just accept their complaints at face value. Instead, gather specific feedback and use it to identify the root causes of the problem.
Are the leads too small? Not in the right industry? Lack the budget? Are they missing a clear understanding of the value proposition? Getting specific answers to these questions will help you determine whether the issue lies with the targeting, the messaging, or the sales process itself.
To gather this feedback effectively, you could:
-> Conduct one-on-one interviews: Sit down with each member of the sales team and ask open-ended questions about their experiences with the leads.
-> Analyse call recordings: Review call recordings to identify common objections and pain points raised by leads.
-> Implement a lead scoring system: Assign points to leads based on their demographics, behaviour, and engagement with your content. This can help you identify the most promising leads and prioritise them accordingly.
You probably should improve the value proposition...
The fact that the sales team feels leads "don't understand the value prop" suggests that your messaging may not be resonating with your target audience. It could be that it's not clear how the platform would benefit each individual business so they are just dismissing the offer.
Your value proposition should clearly articulate the unique benefits of your predictive analytics platform and how it solves the specific pain points of your target audience. It should be concise, compelling, and easy to understand. Instead of focusing on features, highlight the outcomes that your platform can deliver, such as increased sales, reduced costs, or improved decision-making. I've seen clients make this mistake, focusing on what their tool does instead of the benefit it provides to the user.
Here are a few tips for improving your value proposition:
-> Conduct customer research: Talk to your existing customers and prospects to understand their needs, challenges, and motivations.
-> Use clear and concise language: Avoid jargon and technical terms that may confuse your audience.
-> Focus on the benefits: Emphasise the tangible outcomes that your platform can deliver.
-> Differentiate yourself from the competition: Highlight what makes your platform unique and better than the alternatives.
You'll need to consider optimising the sales process...
It's worth looking at the sales process too. If leads don't understand your value, or if you are targeting the wrong audience, it may be that the leads themselves just aren't ready to convert to a customer - or maybe that the current steps you're taking aren't the right ones to get them there.
Once you've addressed the targeting and messaging issues, it's time to turn your attention to the sales process itself. Even the most qualified leads can slip through the cracks if the sales process is inefficient or ineffective. Review your current sales process and identify any areas for improvement.
Are your sales reps equipped with the right tools, resources, and training to effectively engage with leads? Are they following up promptly and consistently? Are they tailoring their approach to the unique needs of each lead? Addressing these questions will help you optimise the sales process and improve your conversion rates.
Here are some tips for optimising your sales process:
-> Provide sales training: Equip your sales reps with the knowledge, skills, and tools they need to succeed.
-> Implement a CRM system: Use a CRM system to track leads, manage customer interactions, and automate sales tasks.
-> Create sales playbooks: Develop sales playbooks that outline the steps your sales reps should take at each stage of the sales process.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Alignment | Hold joint workshops, use shared dashboards, and create feedback loops between sales and marketing. |
| Feedback | Interview sales reps, analyse call recordings, and score your leads. |
| Value Proposition | Research your customer needs, use clear language, talk about benefits, and be different. |
| Sales Process | Train your sales team, get a CRM, and build sales playbooks. |
By addressing these issues systematically, you can improve your SAL rate, convert more leads into paying customers, and drive revenue growth for your predictive analytics platform. I understand that you need to improve the lead quality quickly and addressing all of the above points should help with this.
Of course, implementing these changes can be a complex and time-consuming process. We've helped software companies generate B2B decision maker leads for $22 CPL using LinkedIn ads. If you'd like more hands-on help from experts in ad campaigns who have helped others in a similar position, feel free to get in touch to arrange a free consultation to discuss how we might be able to help.
Regards,
Team @ Lukas Holschuh
