SiriusDecisions recently released a report on Field Marketing 2.0 that evolves the principles created in Field Marketing 1.0.
The key differences are: a tighter connection to sales, processes to support that connection, technology as a backbone for those processes, and metrics that justify spending and prove the impact to sales, executive management and even the board of directors.
While that may sound like a lofty set of goals, I believe it isn’t. If you have in place a few not-so-simple things, you can begin to move down this path. First: do you understand what a lead really is in the eyes of sales (not marketing)? Once you have that, as a marketer how far can you get sales down that road? Once you know that, how you design your processes to support that in every campaign you run becomes easy.
What I really liked in the report was the redefined funnel of lead management: It goes from Inquiries, to Marketing Qualified Leads, to Sales Accepted Leads, to Sales Qualified Leads and then to Won Business. Finally, the report provides a definition that addresses a key fact: just because someone contacts you doesn’t mean that’s a lead. It’s an inquiry that needs to be qualified by marketing before it can be accepted by sales.
Evolving from Field Marketing 1.0 may seem like a daunting task, but the rewards of creating a tighter connection to sales are worth the effort.