Introduction: Embracing the Evolution of Marketing and Sales Strategies
This industry of marketing and sales strategies is constantly evolving, and it is vital to understand how lead generation is incorporated within the sales funnel. We view lead generation, or perhaps more precisely, demand generation, as a comprehensive approach to each phase of the sales funnel.
Understanding Lead Generation Across the Sales Funnel
If you consider the sales funnel stages, ranging from discovery to needs assessment, solution or proposal, and beyond, and you rate yourself on a scale of one to five at each of those phases, what we often see is that number goes up in a self-evaluation. For instance, a company might rate themselves highly in the later stages of the funnel, where they have experts who thoroughly understand the product and can effectively navigate through the contracting or proposal stage. However, what doesn't happen enough is maintaining the momentum of lead generation at the top of the funnel.
The Importance of Continuous Lead Generation: Maintaining Momentum
Let's break it down (insert McHammer music). Imagine a scenario where a company excels at closing deals in the proposal stage. They have their own dedicated team of sales experts who draft excellent proposals and secure contracts. However, when/if there's a lack of continuous lead generation at the top of the funnel, the flow of potential customers dwindles over time. This means that while the company may succeed at converting leads into customers at the bottom of the funnel, they're missing out on more opportunities to nurture prospects at the earlier stages – because there aren’t many.
Advocating for Continuous Influx: Fostering a Constant Flow of Activity
What we're really advocating for is maintaining a continuous influx of leads at the top of the funnel. This ensures that there's a constant flow of activity, so that as people progress through their buying journey, your company remains the top-of-mind solution when they're ready to make a purchase. By focusing on lead generation throughout the entire sales funnel, your company can establish a robust pipeline of potential customers and sustain long-term growth and success.
Take Action: Explore Solutions with Our Team
Is your organization experiencing a consistent flow of leads in your pipeline? If not, we invite you to explore solutions with our team. Visit our website to schedule a brief discussion with one of our experts.