John Graydon Smith joined the museum as President and CEO in the summer of 2006 with the vision of taking an already great institution to the next level. He wanted to bring a new vitality to the museum, and make it an integral part of the community.
AUDIT
Lead Management System
For more information, contact Curt Hitchcock at 717.393.3831, curt@godfrey.comLead Management System Audit
A methodology for evaluating the effectiveness of your current lead management system.
This document is intended to provide us with the information we need to generate an audit of your existing system for sales lead management. This audit is organized into several parts, starting with a cursory survey of your business environment, and then focusing on the key aspects and issues of sales lead management. Since our face-to-face meeting time may be limited, we hope this audit will allow you to provide more thoughtful and detailed information, so that our deliverable to you is of significant value. Thank you in advance for this opportunity, and for your time and cooperation.
1Company and Industry Overview
Describe the product/service your company is engaged in.
Name the key markets your company sells its products/service into.
Describe your company's sales and distribution networks(direct sales; company or independent sales reps; inside sales; distributors; value-added resellers; specialists or generalists).
How many sales people or reps do you have? How many distributor firms and locations make up your network?
Do your sales people and/or distributors or reps have well-defined, discrete territories, or are there overlaps?(If there are overlaps, do you establish "rules" for equalizing opportunities such as sales leads or inquiries generated by a Web-based locator? If so, what are the rules for deciding who gets each lead?)
2Are your company's marketing, sales, and customer service strategies and efforts closely aligned organizationally? Is there clear and consistent direction from management? Explain.
Does your company currently use e-commerce to sell your products or services? How? Does this extend all the way to a sale, or is the sale turned over to either field sales or a distributor?
Briefly describe your company's Web site and Internet strategy.
Do you currently use, or are you planning to implement, a Customer Relationship Management (CRM) or Sales Force Automation (SFA) system? (If you employ CRM or SFA, what software do you use? Please describe the results of your implementation relative to expectations.)
3Lead Management Overview
Approximately how much of your marketing communications investment is devoted to demand generation in a typical year?
How much of your marketing communications budget do you spend on inquiry/lead processing, handling, fulfillment, and management in a typical year?
Approximately how many inquiries or leads does your marketing program generate in a typical month and year?
Is the flow of leads fairly constant over the year, or are there peaks and valleys?
How important are sales leads as an indicator of success in your marketing communications programs?
How important are sales leads to your sales and/or distribution networks? How important are they to senior management?
4What percentage of your raw inquiries do you think qualify as "good leads"? How do you measure this? (If you don't know, what is your "gut" feeling? What would your sales force or distributors say?)
If you could change one thing about your company's lead management system, what would it be?
If you changed your current way of capturing, qualifying, and managing leads, what kind of benefits would you expect? What kind of payback would you need to justify the change?
5Lead Generation
Please describe the kinds of lead-generating communications you employ in a typical year.(Direct mail, trade advertising, public relations, trade shows, etc.)
Are some types of communications tactics used more for lead generation than others? What tactics seem to work best? What are the top sources of leads?
Are all inbound calls to a company call center or 800-number (even those without a specific lead generating source) considered inquiries? If so, what percent of these inquiries qualify as leads?
Is outbound telemarketing part of your program of lead generation? If so, is this handled internally or externally? What results have you achieved related to expectations?
What percent of your lead generation is web-based?
6Lead Processing
Describe your lead qualification process.(What cri... [download for more]
