Closing the Loop to Improve Lead Generation Performance

What's the power of closing-the-loop? A few years ago, I worked on a lead generation program with a client that launched a new product life cycle management (PLM) software product. The product was expected to have an average sale of $200,000. Their initial target database was comprised of 2000 product driven companies across 20 unique SIC codes. During their sales lead close-loop feedback sessions, they discovered key pieces of information that impacted their overall go-to-market strategy. Since this was a new product, the feedback process was even more iterative than a typical lead generation program. For example, they learned that 4 SIC codes comprised their sweet spot not 20. Their original 'sweetspot' decreased from 2000 companies to roughly 500 companies. Their initial marketing budget was cut in half because their market size was much smaller. Yet their lead generation was five times more potent because they focused on the companies that had the highest potential. In addition, they isolated their most important Revenue Roundtable. Close the loop on lead generation results Brian Carroll is the CEO of Brian authors the very interesting