LEAD GENERATION PERFORMANCE MANAGEMENT

Growth Orbit will guide you and your team to achieve better lead generation results through the strategies and methods we have used to help hundreds of companies achieve success.

Read more about the importance of accurate sales forecasting.

Kimmy Netterville

PARTNER

“Running a successful lead generation program is one of the toughest jobs in the world, made even tougher by today’s rapidly changing business environment. But by understanding and focusing on the three distinct aspects of lead generation, you can maintain a highly effective and successful campaign and successfully navigate this ever-changing world.” 

Defining B2B Lead Generation Program Success

Modern lead generation is a complicated process with a lot of moving parts. That is why it is understandable that measuring lead generation performance can be a struggle for most organizations. The key to effective lead generation program management is measuring both operational and strategic metrics.  

  • Operational metrics are those related to the daily performance of the sales development team including sales effectiveness, email, and voicemail response rates, connect rates, conversation rates, and the number of sales qualified leads generated.
  • Strategic metrics illuminate the performance of the overall campaign.  They include firmographic metrics (performance by vertical, revenue size, geographic location), messaging effectiveness, and the program return on investment which factors in the value of pipeline generated, the lead close rate, and the ultimate revenue generated.

Ultimately, effective management of a lead generation programs requires the right tools and tech stack to track, measure, and manage these critical metrics. Without the right tools, your only measurement is number of leads generated. This single dimension misses the complexity, variables, and vast array of moving parts that exist in all lead generation efforts. The right tools are critical to enable a central command and control that delivers visibility, insights, and the intelligence to achieve success.  

Mission-critical Lead Generation Metrics you Need to Measure

WHAT WE DO

lead generation program management for performance

It’s about measuring the right activities

Success in managing a B2B lead generation effort is really about data analytics – and knowing what to analyze is key.  If you are only managing lead output, you need a better approach.  True program management starts with a comprehensive understanding of the market including its segments, subsegments, personas, and a vast array of variables.  Then, you need a strategy to isolate and measure the performance of each variable including rep performance, message performance, cadence performance, and vertical performance, just to get started. 

And optimizing to maximize your results 

Growth Orbit has analyzed hundreds of lead generation programs to effectively drive measurable results for clients, and we’re good at what we do. When you partner with us, you get a team that actively manages and optimizes a diverse set of lead gen programs, constantly studies the latest research and selling methodologies, creates and tests effective messaging, engages hundreds of prospects daily, and measures the results to see what’s working.   

Managing Lead Generation Program Performance

HOW WE DO IT

An effective lead generation program has the power to impact your bottom line, and we’ll show you how to measure your program’s performance. To truly get value out of lead generation, you need an experienced lead generation partner to show you how to manage and optimize outcomes:  

Analyze segment performance 

  • It’s important to analyze how your market segments perform.  You want to look at results as a part of the segment and against the campaign.  Understanding segment performance allows you to further refine your strategy – whether it’s the segments your calling, the persona being targeted, or the message. 

Measure activity volumes (dials, connect rates, call outcomes) 

  • Dials, connects, and outcomes – tracking and measuring these volumes by campaign and the sales development representative. 

Track and analyze message performance 

  • Messaging needs to be customized by market segment and persona.  It’s important to know if your message resonates at each of these levels – continuously test, analyze, and refine. 

Track email and voicemail response rates 

  • As part of your message development, it’s important to know how well your emails and voicemails perform.  Track email responses and voicemail callbacks and update these tools often with relevant and informative content. 

Track lead rates and close rates 

  • Lead volume as a percentage of outcomes, gives you the lead rate.  It is important to understand how many targets must be dispositioned to generate a qualified lead.  Going through 200 targets to generate 1 lead likely means your segment is not performing well and needs to be reevaluated. 

Measuring and Managing for Lead Quality, Not Lead Volume

Lead rate, one core metric of a lead generation program, is calculated by dividing lead volume by the number of segment outcomes. While every program is going to vary, in a complex selling environment, a 3-5% lead rate for sales qualified leads is a good starting target.

Generating qualified leads is most of the battle, but how well they convert is important too. Verticals that produce a high lead rate, but a low close rate need to be reevaluated.

Why Lead Generation Program Management Matters

Not measuring and analyzing the operational and strategic activities of your lead generation campaign will greatly affect its success. Your investment into lead generation will not produce the desired results, your sales effort will suffer, and ultimately, so will your bottom line. Without the right lead generation program management strategy, you won’t have the necessary visibility into your program and won’t be able to make the necessary adjustments that will lead to program success. 

lead generation playbook

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BLOG

Why sales development programs fail. #4 Lead follow up.

Many sales leaders struggle to answer why sales development programs fail. Lead follow up is a common shortcoming. Sales teams are more effective when they put forth the effort to follow up on qualified sales leads provided by business development reps.

Why sales development programs fail. #3 No sales structure.

Many sales leaders struggle to answer why sales development programs fail. You may have great salespeople. They may always hit their numbers. But, without a structured sales process, you run the risk of watching good leads go to waste.

Why sales development programs fail. #2 Bad prospecting data.

Many sales leaders struggle to answer why sales development programs fail. Bad market data will kill a program before it has a chance to succeed. Don’t let that be the reason for failure. Follow this advice to develop good market data.