PROJECT II
Developing a better understanding of one’s audience is the first step to creating a robust and effective lead management system.
The next critical step is internally aligning on the definitions of key terms and concepts related to the business’ lead lifecycle.
These definitions don’t only pertain to the brand’s different buyer personas, sectors, and buyer journeys, but also their lead funnel stages (e.g., what do we define as unknown, known, MQL, SQL, opportunity, closed-won, closed-lost, etc.?)
All in all, several workshops were held to gather more information on the marketing and sales processes and lead lifecycles of each sector, which ultimately helped LeadFabric and Irdeto to:
While we were reorganizing our lead flow and qualification processes to better collaborate with our sales team, we realized we needed a more holistic approach. LeadFabric helped us to map out our lead funnel stages and configured a scoring program to improve the alignment between marketing and sales. We are now confident that we have an effective lead management system, from which we will benefit in the future.
