Mar 252010
 
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Craig Rosenberg (aka @funnelholic) and Chris Jablonski (aka @cjablonski) and yours truly have cranked up the Guttenberg printing press once again and collaborated on “26 Reasons Your Leads Aren’t Converting into Opportunities.”

For anyone who is just starting to spend their company’s money buying demand, this list is a very handy set of lessons learned from people who’ve seen — and yes, sometimes have been the cause of — 90% of the misfires you can expect to encounter.

Below are my contributions to the list, but do yourself a favor and read the full list on Craig’s blog.

  1. Your sales team already has so many good leads on its plate, and sales reps would rather close those leads than sift through your mixed bag of suspects and prospects.
  2. Your leads are going to inbound contact-center sales reps, and answering the ringing phone is always more important than calling out on your Web-captured “handraiser” leads.
  3. Your leads were captured at a trade show two months ago and haven’t been nurtured or called since.
  4. The first 100 leads tagged with campaign code “XYZ” were unreachable, unqualified or not ready to talk to a sales rep, and now any lead tagged with that campaign code is effectively blacklisted in the sales team.
  5. You haven’t educated your leads with vendor-agnostic, third-party-sourced content that validates your solution in the marketplace.
  6. You’ve purchased a targeted list of contacts or names, didn’t market to them and delivered them to sales — under the (false) pretense that they are actually leads.
  7. Your leads are great leads, but they’re best suited for a product that your sales team is not properly trained, compensated or experienced enough to qualify. For example, your sales team is world class at selling a point solution, but you’ve delivered them (expensive) leads for a bundled offering.

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