Sales lead opportunity analysis research allows businesses to re-evaluate and re-engage stalled leads. Too often sales executives view a sales lead that has stalled in the pipeline or “gone dark,” as lost forever. This presentation entitled, "Lead Opportunity Analysis: How to Restart Stalled Leads" is presented by Larry Fleischman, Director of Marketing for Televerde, a leading B2B provider in sales pipeline development solutions. For more information on lead opportunity analysis, visit the Televerde website at http://www.televerde.com/solutions/open-and-closed-opportunity-lead-analysis.
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Lead opportunity analysis allows businesses to re-evaluate and re-engage stalled leads. Too often sales executives view a sales lead that has stalled in the pipeline or “gone dark,” as lost forever. However, these leads may actually be viable and might benefit from further contact and nurturing.
Marketing and sales staffs spend tons of time, energy and money generating leads. But, many of these leads fall by the wayside for reasons unknown. And, then it’s on to generating more leads and finding the next opportunity.
Sometimes referred to as “post-mortem” analysis, lead opportunity analysis provides insight into stalled leads and how not to handle similar opportunities in the future. But it does more than that. Lead opportunity analysis provides a chance for sales and marketing staff to bring what were previously considered dead leads back to life.
Companies should regularly evaluate all leads in the sales pipeline as “closed-won,” “closed-lost,” “pending” or “stalled.” In general, closed-lost leads should be those prospects that have selected a competitive solution or have decided not to make a purchase for a known reason. Pending leads might be viable prospects and you’re still actively engaging them.
Stalled leads, on the other hand, have gone radio-silent. And, because they seem to just be stuck in the pipeline, nothing gets done with them. However, these leads may actually still be active and can be closed at some point in the future. The key is to re-engage these leads until they are definitively lost or they no longer want to be engaged.
In many cases when contact is re-established, the stalled lead actually becomes a solid opportunity. When you demonstrate a continued interest, the prospect often responds and a relationship may start to take shape. Depending upon how much time has passed, you can move the original opportunity forward or you may uncover a new opportunity. And new sales can be generated simply by conducting lead opportunity analysis and contacting stalled leads.
Sales lead opportunity analysis is a valuable and economical practice. It can fully leverage every generated lead to close more business. In addition, sales lead analysis can provide:
A meaningful solution for sales lead opportunity analysis will also offer a variety of sophisticated features. The solution should include both graphical and narrative depictions. It should segment lead data into stages, status, revenue range, industry, geography, investment level and more.
In addition, a good solution needs to project revenue for all open opportunities, as well as the actual revenue of won and lost opportunities. Other things important for lead opportunity analysis would be vendor perceptions, evaluation factors, selection reasons, sales cycle analysis, vendor short lists and other insight to help hone future strategies.
Larry Fleischman is Director of Marketing for Televerde, a leading B2B provider of sales pipeline development solutions. For more information about Lead Opportunity Analysis, visit http://www.televerde.com/solutions/open-and-closed-opportunity-lead-analysis today.