Let me take my hat off to Kate Maddox from BtoB. She always seems to see what is really important in our industry. Read Today's article:
CMO Council report ties missed revenue to mismanagement of new business development activity
Palo Alto, Calif.—A joint report by the CMO Council and the Business Performance Management Forum found that U.S. companies may be experiencing huge losses in potential revenue as a result of mismanaged new business development activity.
The study was based on an online survey of approximately 800 C-level executives in the third quarter.
According to the report, nearly three-quarters of respondents said they could increase revenue by at least 10% with better business development practices; and 37% said they could increase the top line by more than 20%.
The study found that an estimated 80% of leads are typically lost, ignored or discarded.
Also, 73% of respondents said their company has no process for re-qualifying and revisiting business leads.
Lead mis-management is as fact in all companies and could be impacted significatly with trigger based email. All you need to do is look for the right inflection points in your lead process and imagine how you would talk to these 'leads' like they were human beings. Set the emails up with lots of personalization...and set your triggers.
Think about how you follow up with webinar attendees....or the people who don't show up for the webinar. Trade Shows, Whitepaper downloads?
How about leads that get into the system that the reps aren't following up on, or seem to have slipped through the sytem?