How do you prioritize your accounts to determine the right leads to pursue when you have marketing leads, your AE wants you to focus on a set of accounts, and you have tiered accounts?

Question

Tim Britt · Accepted Answer

Invest in data science to understand the type of customers that are purchasing your solution, look at why you are winning and more importantly where you are losing. Then start to apply this logic to your inbound leads, I ask my reps to have several leading indicators for success, for example, is this customer in the right vertical, who is contacting us and why, and how have they contacted us via a marketing campaign or inbound chat lead. You need to build a scoring system to find the balance between effort and reward. A good model is to look at cost of acquisition, what is the cost for us to convert this lead to a sale and how long is the sales cycle, this way you can filter and apply the correct resource to support, a tier 1 lead could be a dedicated contact from a rep vs a tier 3 lead is loaded into a nurture program until they reach a point in time to have a person contact them. Understand the cost of each stage of the sales process and how effective that stage is. This way you can build a book of business that has a high propensity to buy based of data and past sales.

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