In order to grow a B2B business, it’s necessary to have a lead generation and qualification program in place. With the proper resources, a program will ensure that the sales pipeline is consistently full and the sales team will be able to do what they do best: close deals. Outsourcing lead generation and qualification to a trusted third party inside sales partner solves the following lead problems that can occur:
1. Not enough leads
Leads are the lifeblood of a B2B organization. Without them, a company can’t grow. Depending on the size of the company and what its budget may be, it might not be possible to hire additional sales people or a marketing team in order to increase the number of leads coming in. In this case, outsourcing is a great option. An outsourced inside sales partner can contact prospects in a targeted database and conduct outreach in an existing, new or underserved market segment. They will execute ongoing monthly calling in order to build a list of decision makers and identify near and long-term opportunities to keep the sales pipeline full. They will also spend time following up on leads that have gone cold to see if they are interested and open to re-connecting.
2. Not enough good leads
Sometimes it’s not the number of leads that is the problem, but rather the quality of the leads. Not every lead is going to be a good one, and it can take time and effort to determine which camp (good or bad) a lead fits into. A busy in-house sales team might not want to be bothered with the task of figuring this out, and actually, it’s an expensive way to use their time because they could be selling. An outsourced inside sales team ensures that every lead receives a timely follow up. They can then have a professional, exploratory one-on-one phone conversation with a lead in order to help further qualify opportunities so that only good leads are passed on to sales.
3. Too many leads
While having too many leads doesn’t seem like a problem, it can be if a company doesn’t have the bandwidth to follow up in a timely, consistent manner. Leads often expect a prompt response and if they don’t get it, they are more likely to do business with a competitor that did get back to them. Since leads can scale up or down depending on seasonality, it might not make sense to hire additional in-house sales people to handle the busy periods. Outsourcing allows a company to utilize experienced inside sales professionals to augment the current team when the need arises at a fraction of the cost of hiring them in-house.
4. Different definitions of leads by marketing and sales
Ultimately the marketing and sales teams have the same goal, to close new business, but sometimes they each have their own mindset regarding what a lead should look like. Working with an outsourced inside sales team will force sales and marketing to have conversations about what a qualified lead is in order for the initiative to be successful.
Because leads are so important to a business, it’s necessary to not only generate leads, but to take good care of the leads that do come in. Outsourcing to a trusted inside sales partner is a great way to ensure that no sale slips through the cracks.