So, you decide you want to hit market 'X'. Sounds reasonable, although how do you know when you meet someone in the target market 'X'? It's not enough to say 'we're going to sell to hotels', for example. Are hotels around the corner less attractive to ones 3,000 miles away? What about hotels that are part of a bigger hotel chain? What about those with a poor credit score? The reality is there are many factors which help decide the target market and ideal customer profile (if you need help on defining your market, let us know).
Once you've got a clear picture of your target market, the only way to understand if prospects are ideal is to measure certain attributes about them. Known as Lead Scoring, it is a shared sales and marketing methodology for ranking leads in order to determine their sales-readiness. It is used to accept business, or more to the point it helps companies confidently turn business away that would otherwise distract them from their strategy of hitting a target market.
Why do it?
- It's essential to strengthening your revenue cycle
- It effectively drives return on investment by keeping you on track
- It aligns Sales and Marketing teams
When you consider lead scoring keep in mind the implicit and explicit types, such as online body language and distance from office, respectively. Getting the right balance of what to measure and making sure that the data you need is gathered automatically is essential to creating a company that remains focused as a default.
If your organisation doesn't lead score, feel free to get in touch - we'd be happy to share our expertise and experience with you.
Contact us now to start talking.
* These fields are required.