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Being a small business can be hectic and overwhelming at times. That is why efficiently managing...
RevOps & Marketing Operations: Simplify the Inbound Lead Process
Small business owners...Let's look at how an inbound lead should be treated and see what plays into this process behind the scenes. Seems simple...Lead comes in and gets worked by a rep and either buys or does not buy. To regular people that is how it should seem BUT as a small business with limited personnel bandwidth we need to understand how to make that approach work and why RevOps and Mops are crucial to make the business function as intended and with the least manual work for your people. Let us take a look at the "simple" process of a lead entering your system.
Inbound Lead Management (high-priority form fill like demo request, pricing, contact us):
Lead enters the system
Automation adds score to the contact record putting them at the MQL threshold
Automation sets lead status/person status to MQL
Automation assigns the lead or notifies the appropriate person
Automation enriches the company data and contact data
Automation adds lead/contact to a campaign for attribution
Automation adds leads/contact to reporting for attribution
Sales get involved:
Rep makes the first call and leaves a voicemail
Rep enters lead into a sales sequence
Rep updates lead/person status or automation updates status by logging an activity that does not constitute contact (VM, NA, Sent email)
Automation sends the first email
Automation schedules second call activity
Automation removes lead/contact from marketing email segmentation. There should be no overlap between sales and marketing while the contact is progressing through the sales process.
Now let's see what needs to happen on the backend that RevOps and Mops are doing to make this work.
Clearly defined sales process (created with sales leadership).
Day 1 call, VM, Email, Call, VM
Day 2 call, Email, Call, VM
Day 3 Email, Call, VM, and so on
Clearly defined lead/person statuses (created with sales leadership…Will vary based on your business model and preferrence).
New, MQL, Contacting, SQL, Negotiation, Decision, Closed Won/Lost
Closed Won/Lost
Picklist values within a field in the CRM that sync to marketing automation for segmentation (person status).
Picklist values within a field in the CRM that sync to marketing automation for segmentation (deal/opp stage)
Picklist values within a field in the CRM that sync to marketing automation for segmentation (Account stage)
Required fields on lead/contact to update status to closed lost (lost reason)
Required fields on deal/ops to progress to another stage (pain, past, ROI, etc)
Latest lead source
Latest lead source date
Days since field (used to calculate velocity)
Create date (used for conversion %)
Opp create date (used for conversion %)
Sales sequences created and filled with content (good project for sales team lead or bdr team lead).
Workflow that enrolls lead/contact into sales sequence
Workflows that use sequence enrollment to pull lead/contact out of marketing segmentation.
Workflows setting latest lead source, latest lead source date, CTA, Program or first form fill, enroll in campaign(sfdc) if the workflow or form is not part of the campaign
Lead scoring
Sales sequences created and filled with content (good project for sales team lead or bdr team lead).
Clearly defined attribution model (agreed upon by marketing and leadership, bell curve, flat etc)
Built-in lead scoring model (agreed upon by marketing and leadership)
Leads by first touch (lead source) for month, quarter, and year
Leads by last touch (lead source) for month, quarter, and year
Leads by campaign for month, quarter, and year
Opps by first touch (lead source if possible) month, quarter, and year
Opps by last touch (lead source if possible) month, quarter, and year
Conversion (if possible) lead/contact to opp rolling 90 days
Velocity (lead/contact to opp, Opp to customer)
Sale Sequence Reporting (where are people in the reps sequences?)
It is really amazing when the systems all work together in harmony. RevOps and Mops are responsible for making the harmony a reality. Small businesses often fall into the trap of pushing forward and figuring it out as they go. In reality, they should strive to get the above level of sophistication set up correctly and early on. Not on day one or even month nine but when they have a steady flow of inbound leads and they become difficult to keep track of. At that point doubt creeps in about everyone getting the correct messaging, everyone following the same sales process, it is taking too much manual work, and that each valuable lead is accounted for and maximized.
Contact us and we will review your systems and process together.
#smblife #levelup #huntscapeops
