Your lead-generation process:

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This doesn’t downplay the importance of your sales rep. That person is still critical to your success. But a sales rep shouldn’t be your only business-development plan any more than email campaigns can be your only lead-generation tactic.

4 Lead Sources
When your business-development process is successful, your leads should originate from 4 sources:

Lead-generation activities such as email campaigns, social media, blog articles, and Google AdWords
Events such as lunch-and-learns, local speaking events or trade shows
Referrals, including campaigns and your referral program
Sales rep prospecting consisting of cold calling, emailing and drop-by visits
If the entirety of your leads comes from one approach, your process isn’t optimized and you’re missing opportunities. Over time, you’ll see a significant dip in your sales funnel as each lead source has its own natural cycles.

Lead Generation is a Business Process
Stop thinking of lead generation as a series of paraguay telegram data activities that you turn on and off like a faucet. Start viewing it as the pre-process feeder for your sales process. Document it. Refine it. Adjust or cut those areas that aren’t producing the way you expect. This may mean changing target markets, lists, geographies, specific tactics, and even solutions.

Lead generation smooths over the peaks and valleys your rep’s one-to-one prospecting and sales cycle automatically cause. It’s not something you change based on how well the business is or isn’t doing any more than you’d stop your help desk processes. It’s a continuous process.

The 3 Lead-Generation Process Goals
Now you’re saying, “But if business development is going well, I really want to cut it out of my budget. If I have a great sales rep, I don’t want to pay for both lead generation and sales.”

Stop thinking that way!