The document discusses challenges in lead generation and prospecting processes. It identifies low activity levels, inconsistent follow-ups, and not allocating enough time to prospecting as operational challenges. Strategic challenges include not having a pre-qualification process, targeting the wrong prospect types, and not tracking meaningful metrics. The document advocates establishing best practices for prospecting and lead qualification, including defining a sales qualified lead and tracking metrics like conversion rates and activities required to convert prospects.

1. Before the Funnel

3. TIME
CONSUMIN
G
STICKING
WITH IT
GETTING
HOLD
OF PEOPLE

4. 1. Low activity levels
2. Insufficient endurance in activity
3. Inconsistent follow-ups
4. Not enough time allocated to
prospecting
OPERATIONAL CHALLENGES
5. Contacting too few prospects
6. Contacting too few people within
each prospect
7. Relying on only one or two methods
of contact

5. 1. No pre-qualification process
• No SQL definition or qualification criteria
2. Targeting the wrong types of prospects
3. Not tracking meaningful metrics
• Conversion rates
• Time and # of activites required to convert or disqualify
• Mix of activity types
STRATEGIC CHALLENGES

6. Best Practices?
Give up too early Same contact method
Wrong approach

8. “The decision from sales, after a series
of interactions, that an opportunity with a
$ value and a time frame exists”
SALES QUALIFIED LEAD
(SQL)

9. HIT AND MISS
Prospect to opportunity
conversion rate?
# of prospects to contact
each week/month?
Time and activity levels
required to qualify one
prospect?
Best activity mix?

11. ...OPPORTUNITY?

12. PROSPECTING & QUALIFICATION

13. WHAT’S IN A CAMPAIGN?
Touch points Supporting tools
1 INTRO EMAIL
2PHONE CALL
3 LINKEDIN INTRO
4FOLLOW TWITTER
6TWITTER IM
7 LINKEDIN INMAILS
8PHONE CALL
9 ETC...
5 EMAIL NEW CONTACT
 Templates
 Copy that can be personalized
 Call scripts
 Company and Contacts?
 Templates
 Links to share?
 Statistics and insights to highlight?
 Call scripts

14. Fredrik Jonsson
Chief Content Officer
email
fredrik@membrain.com
twitter
@fredrikmembrain
website
www.membrain.com
+46 (0) 768-35 12 93