Effective Lead Management Campaign to Drive Revenue
Facing declining revenue from a historically significant channel business, the world’s second largest computer manufacturer sought significant new enterprise revenues without hiring expensive direct outside sales reps.
CHALLENGES
Decreasing channel revenue from enterprise segments due to leakage into growing Retail channels
Develop a program which targets end users directly, but integrates channel partners into process
Gain trust and commitment from channel by sending only qualified opportunities to channel partners
Generate incremental revenue, and track (daily) results of lead, qualification and sales processes
SOLUTIONS
Developed a program which targets end users directly, but includes channel partners in fulfillment
Designed and implemented a closed loop lead generation system to generate, execute, qualify and measure results
Rationalized a segmentation strategy and leveraged an existing prospect contact database
Created a compelling offer, campaign messaging, and launched the e-marketing campaign
Implemented an end-to-end lead qualification and fulfillment process leveraging internal resources
Automated a daily results dashboard to show results of each lead and opportunity stage and conversion
RESULTS
Expecting only 100 leads, customer was blown away that over 6000 qualified leads participated in program
Directly measureable $60 Million of incremental pipeline was generated from this program
Within the first 2 quarters, we directly measured $15 Million in incremental sales from this program
According to the executive “for the first time, Marketing and Sales are actually aligned”
