I've been working on a new presentation that organizes what I see are the critical elements of lead generation and have outlined the four (4) primary areas I feel these elements should be derived from. I thought I'd share those areas and a high-level view of what they represent (future posts will go into detail on the elements themselves)...
Strategy Alignment is both the development and merger of all lead gen goals and strategies (e.g. market sizing, targeting, messaging, lead goals, pipeline goals, sales requirements) now working in concert and comprising a unified road map that provides direction and purpose to your campaigns while...
Process Improvements are the documented steps of identifying, capturing, scoring, nurturing, routing and tracking of leads in a tangible manner that can be improved, fine-tuned and repeated enabling...
Program Excellence, or the focus on the experimentation and testing of your program tactics that's needed to find out what really works which are further validated by...
Measurement and Optimization, which are the critical KPI's, metrics and analytics that let you measure your progress and optimize your results.
I feel that if your program elements and tactics are derived from these four areas there is a strong likelihood that you'll be covering many of the fundamental steps required for lead gen excellence.
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