People are really mistaken when they think outsourcing somehow equals forsaking responsibility. Lead generation is one good example. Some professionals think that it's a lazy way to get outside marketers to do all the work for them.
But on the contrary, it only calls them to be more productive.
Remember, the purpose of lead generation isn't automatically a guaranteed sale. It's only supposed to help salespeople succeed. That's where the responsibility of your lead generator ends and the work of your salespeople begins. Generating leads is only one part of the entire sales process. The professionals are right when they say that your sales team shouldn't use the leads from your outsourced provider as an excuse to get complacent. Even worse, blaming your provider is completely anti-ethical when the problem in the funnel is outside of their control.
These problems include:
- Not acting on a lead – They've already contacted your prospects and qualified them. You're off to a quick start so what are your salespeople waiting for? Their leads are right there and all the information they want on their potential customer is easily accessible. However, that information is perishable. Just because you've learned of a prospect first doesn't mean your competitors are far behind. You also have to remember that even verified prospects can have changing interests. Leaving them too long with their unsatisfied needs will only result in them going off somewhere else to fulfill them.
- Not using the information – Many customers (both B2B and B2C) hate presumptuous salespeople. False assumptions are the result of ignoring the data gathered about your prospect. Winging it when contacting targeted potential clientèle is certainly not the way to go. One purpose of lead generation is to act as the eyes and ears of your market's community. A major concern of marketing is seeing things from the customer's perspective. Don't waste the time they spent saving you the trouble of knowing your target market. Make sure your salespeople pay close attention to what they've learned.
- Not showing up for the prospect – What's the purpose of setting an appointment if your salespeople have a bad record of not showing up? Your sales leads have fulfilled their purpose of making sure your prospect will likely to show. They've also taken note of the time you promised that your salespeople would be available. Why on earth should they disappoint the both of them by not showing up on the agreed date?
As you can see, outsourcing a business process is not a license to forsake responsibility. This goes especially when that process is only a part of a bigger one. As a matter of fact, if that stage is the only good thing compared to the rest, then you're only wasting the efforts of those responsible for that particular stage.
The role of a B2B lead generation campaign does not equate the whole of the entire sales process. Before you spend money on outsourced services, make sure that your own salespeople remember that they still have an area of responsibility when it comes to making the most of them. That way, the only responsibility you'll have left is making sure your lead generator lives up to their own.