Marketing Challenge: Measuring cost per lead
Marketing requires a mix of different activities within the marketing environment to create leads. One of the most common issues is that when marketing follow up on leads given to sales the response is often "they weren't good enough".
Yet, how much of this statement if backed up by fact? The marketing director can feel understandably frustrated that the required effort isn't put into leads that are generated.
Let us look at a classic example, that of a telemarketing companies. There is a lot of frustrations are that customers are not happy with them because the response is that "campaigns generated yield nothing".
In using SymVolli, as you can build a sales qualification model you can also build the marketing qualification model or a pre-qualification profile if you want. Therefore marketing or telemarketing as an activity of it's own can go through the process of looking at whether this opportunity is worth passing on to sales.
Marketing can then use this same pre-qualification to qualify in or out and assign it to a sales person changing it from a pre-qualification profile to a sales profile. This then shows the entire history of the opportunity from marketing through to sales.
The result of this is that marketing can get a better understanding of cost per lead but also they don't have to go to sales - they can log in and see that opportunity and where it is in the sales process.