Measures of Success
At Good Leads, our Prospect Builder B2B lead generation premium brand, has been our mainstay offering for the last 11 years. Why is that? We think we know the answer to that but we specifically ask our customers and build the feedback process into our programs. In our outsourced business development methodology, our consultative approach with dedicated staff and program management, we develop rapport with our clients such that a simple phone call to us provides guidance to us for both the good and not too often areas for improvement. We’re not perfect. Moreover, we insist on weekly meetings with our clients where we purposely review how the technology centric appointments we have set for our clients have transpired. If they are spot on, we follow that success formula. If not, we are very much into a theme of ‘continuous improvement’ and make adjustments. Our programs are never ‘set it and forget it’ much like lower level telemarketing programs that proliferate the marketplace and tease and confuse the innocent marketing manager with ‘low price and high output’ offers.
Rapport creates that working relationship which is good for both parties but the key Measure of Success is the MQL, marketing qualified lead and SQL, sales qualified lead that our programs produce. As the CEO, I often ask the client directly for feedback. These are some quotes recently from an ERP consultation provider who has been a client for 2 full years in describing the business introductions provided:
“My conversation with XXX(large mfg. firm) this morning was very good. This is an opportunity. They are going to evaluate ERP software systems. They envision a Q42012 selection decision and a Q12013 implementation start. Bravo.”
“A very good call. (Medium size medical device manufacturer) They are running a home grown system, or systems, with a couple of commercially developed 3rd party tools and the CFO seems genuinely interested in finding a better way. IT Manager sat in on the meeting and he seems to have an understandable attraction to the status quo, but he was engaged throughout the call.” “A real possibility. A pretty good week of prospect development I’d say.”
Fortune 2000 manufacturing firm-“Original appointment was a no show at the tele-meeting because she is in the hospital with what is currently an undiagnosed malady. As luck would have it the receptionist transferred me to President XXX who was aware that XXX had scheduled a tele-meeting with me. I learned everything I needed to learn from Mr. XXX. Neither system is suited to managing a manufacturing operation. That’s why they are evaluating ERP systems. The President says that they want to make a selection decision in 60-90 days. So far? Another bull’s eye.”
Examples of Measures of Success.