Inadequate lead flow and follow-through breaks down the entire revenue generation process. Without a defined and clear workflow that enables your organization to track the status and performance of the lead flow, your teams will be left guessing where to make marketing investments, optimize processes, and prioritizing sales resources.
We believe in an effective lead process composed of both the generation of high quality leads by marketing programs and campaigns, as well as the flow of leads to the sales organization based on need and capacity to follow through. At Fjuri, we go beyond lead scoring to determine interest and intent, and borrow concepts from lean manufacturing and the theory of constraints to ensure leads are delivered to the sales organization as a function of the length of the sales cycle, pipeline velocity, win rates, and sales capacity.
Fjuri brings marketers and sales operations experts together to create shared definitions across the marketing and sales funnel. Through facilitated, custom-built workshops, we will first ensure there is clarity on shared goals, strategies, and marketing programs. We’ll create a common definition of who the customer is and what their motivations, behaviors and activities are. We’ll bring both marketing and sales teams together through a process to outline what, specifically, qualifies a lead as an MQL and SQL and when they become a sales opportunity.
Fjuri will instrument your organization with metrics and dashboards that measure and represent the entire lead generation and conversion process, with specific focus on a closed-loop lead management. Your organization will have real-time visibility into lead generation, lead prioritization through predictive scoring, lead nurturing, lead flow to the sales development organization and sales representatives, plus conversion and disposal rates and reasons.
Ultimately, your organization will have a “single version of the truth” around a shared set of metrics that represent the full marketing and sales funnel, enabling your leaders to quickly identify constraints and opportunities to make effective adjustments to demand generation programs, nurturing content, sales capability, and capacity to achieve your revenue targets.