Lead Generation Process: How to Balance Pros and Cons

I believe in process. I think it is a critical component for success. The dictionary defines process as:

1. a systematic series of actions directed to some end or

2. a continuous action, operation, or series of changes taking place in a definite manner

But with every upside there is a downside in a lead generation system. So I’d like to explore how balance in your process can help you with lead generation. I’ll show you what to look for as you develop, define or refine your lead generation processes. Keeping balance and moderation in mind is the key.

The Upside of Having a Lead Generation Process

On the one hand, lead generation processes are needed to:

• Produce results
• Meet deadlines
• Avoid chaos
• Provide uniformity
• Outline guidelines
• Provide direction
• Set expectations
• Better predict outcomes
• Instill consistency
• Adjust for success

The Downside of Having a Lead Generation Process

Problems arise when the process has certain shortcomings. If the process is not aligned with the buyer, the real world, or your company’s internal workings, it may:

• Be confining
• Stymie creativity
• Delay sales
• Cause aggravation
• Impede buyer processes
• Annoy buyers
• Frustrate management
• Suppress innovation
• Limit new approaches
• Fuel complacency

Avoiding Problems with Your Process

Here are a few guidelines to consider as you develop process around your lead generation activities:

1. Take time to understand the current process and steps from start to finish
2. Listen to challenges and problems and solve them before creating a new process
3. Involve the right players from the right departments (including those involved with leads, sales, marketing and customer service)
4. Include potential and current buyers, especially any unhappy ones
5. Outline and document the steps from initial buyer interaction to the final win/loss
6. Scrap non-essential steps by answering: Is this needed? Why or why not?
7. Take time with essential steps to develop the least imposing and most effective and efficient path for the buyer
8. Take action to retune and refine by consistently soliciting feedback
9. Keep abreast of innovation and technology that will streamline
10. Don’t compromise human interaction where needed
11. Flow, ease and comfort are key without sacrificing results and productivity

These words must be part of your vocabulary when you develop your lead generation process: Collaboration, experience, listening, hearing, documenting, feedback, retune, action.

Tell Me About It

How has your lead generation process worked or improved in your organization? For more on process development, join me next week for: Customer-Centric Inbound Processes – Lessons Learned