The Ugly Truth About Lead Generation ROI
An Entertaining Case Study Revealing the True Root-Causes Behind One Company's "Failing" Lead Generation Programs
Very often in business, the truth behind problems runs counter to what the people in charge actually believe. Sometimes, the truth is painful and difficult to hear. And sometimes, the truth is just downright ugly. In this entertaining case study, you'll learn about:
- How problems with lead generation can often be traced to things that are removed from the process of generating leads
- How profitable lead generation requires that the right things are happening with those leads as they move downstream
- Why intermediate performance metrics are so important for identifying where the real problems may actually reside
- How finding the truth is always best for the business, but can also present "challenges" for the investigator or messenger
This case study is just one of hundreds of educational resources you get access to as a Marketing Ops Journal subscriber.
More Subscriber-Only Resources From Our Library
-
Five Signs You're Missing Sales Opportunities
Many B2B companies are leaving a full two-thirds of their prospective sales opportunities on the table. Use this self-assessment by Dan McDade to figure-out if you're really getting everything you should.
View This Diagnostic -
Suffering from a Costly Case of Sticker Shock
In B2B environments where discounting is habitual, it's easy to think that your list prices don't really matter all that much. But before you conclude that list prices are inconsequential in your business, consider this case of a B2B reseller who just couldn't see what they were missing.
View This Case Study -
Seven Steps to Identify and Capture Your Value
With dozens of different methodologies, it's easy to get sidetracked by all of the complexity of value-based selling and pricing. But it's the fundamentals that matter. This video guide gives you what you need to know in seven simple steps.
View This Guide -
17 Insights That Improve Close-Rates & Margins
The more your team knows about how your prospects perceive the marketplace, the better the chances are for success. This guide provides the key prospect insights that can improve close-rates, margins, and long-term customer values.
View This Guide
