Lead Generation Isn’t About Getting the MOST People,
It’s About Getting the Most Qualified People
Something I’ve seen over and over is that many of my clients originally believe that marketing and lead generation is supposed to bring “as many people through the door” as possible. It isn’t. It is about “getting the most qualified people through the door.”
I’ve developed a rule of thumb in my business consulting that has helped me identify one of the big problems my clients frequently have. The rule goes this way:
If there are two different groups responsible for lead generation and sales, and if marketing success (advertising, lead generation) seems extraordinarily high, while the sales close ratio is way down (maybe 1 in 10) then the chances are that the marketing and lead generation efforts are not qualifying the leads. The target has been to get the most people through the door instead of the most qualified people.