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about the prospect (e.g., personality, potential barriers to acceptance, and who the decision maker was). Of course, many prospects were not ready to do business at the time the calls were made. The associate would then ask when they might need equipment leasing in the future and would note the answer in the calling database. Software in the calling database automatically brought the prospect s name back to the associate s attention when the time for a follow-up call had arrived. As the callers gained valuable information from the initial phone contacts, the information was added to the calling database. As a result, the lead rates steadily increased over time as the aggregated knowledge from the calling database grew. Finally, a series of daily and weekly reports was created to measure mail, calling, and lead activity overall. Additional reports were created to track mail, calls, and leads at the leasing manager level so that best practices could be identi ed and shared with the rest of the group.
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How do you know if a program like this is really working It may look good on paper and it may seem to be generating leads and appointments, but is it really better than the old system of letting leasing managers forage for themselves How can you prove that the money spent is really worthwhile There is a really simple way to determine whether a program like this is successful: Are the leasing managers using it At rst, only 7 of the 30 leasing managers signed on to use the system. As the success of the program became clear, more and more leasing managers signed on. At the end of 6 months, 20 of the leasing managers were actively using the system. It became the central focus of the Key Equipment Financing lead-generation program. Within 4 months, the lease accounts generated by the program as a percentage of total accounts grew from 1 percent to 1.5 percent an increase of 50 percent. At the same time, the program also boosted the loan accounts generated by the program from 2 percent to 4 percent a gain of 100 percent in 4 months.
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One company provided content management solutions to more than 1200 companies worldwide. In its marketing programs, the rm produced online events, conducted telemarketing, and sent out direct mail and email. Despite the advanced technology of its products, it did not have very good systems for lead management. A review of its situation disclosed that the company had No lead-management system or method of lead-quality measurement No system for lead reporting, distribution, or tracking No e-marketing campaigns No integration of outsourced telemarketing with other lead activities An average of two online events per month that produced about 300 leads per quarter An average cost per lead that exceeded $500 more than double that of other programs To solve these problems, the company created a new, home-grown lead-management solution. The core component was a central database that cleaned and standardized information on leads for distribution to the corporate sales force automation tool, SalesLogix. The system provided a closed-loop tracking mechanism that assigned a unique ID to each lead. The system included An online event registration system that captured not only the contact information, but also data about the lead and its possible need for the company s products. A global campaign information database that was used by marketing managers to input campaign details through a Web interface. The information was sent to the SalesLogix system to track the lead distribution resulting from the campaigns. The lead-submission process was changed from sending random emails, Excel spreadsheets, or voice messages manually to the use of an online Web form. This Web form allowed standardization of the information that was gathered about contacts.
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