The multinational machinery manufacturer with a focus on logistics, pharmaceutical, tobacco and tissue industries set itself the goal of increasing the number of qualified leads.
eccelerate was commissioned to create a fully trackable lead management process comprising everything from lead generation through to completion. This involved the implementation of a CRM system and tracking tools as well as the operationalisation of online marketing campaigns for lead acquisition and the procedural and organisational restructuring of the relationship between marketing and sales.
In an initial audit, sales experts from eccelerate analysed existing systems, lead management processes and the performance of the various lead generation channels using CRM. This way, the company identified the key parameters for strategy, systems, data transparency, processes and organisation.
Providing the basis for an additional project, system issues were first identified using a gap analysis. This created a link between the existing CRM system and the CRM SAAS solution required to track the end-to-end lead management process.
Since introducing a new system ties up a lot of resources, the pilot approach was chosen. First, some members of the sales and marketing team were trained to use the new systems. This was done using training sessions and video tutorials. As this was going on, eccelerate designed the new marketing lead qualification processes as well as the lead evaluation process for sales.
After analysing the performance of the different lead generation channels, activities to generate more leads were identified and prioritised. In addition, a strong focus was put on improving efficiency with campaigns emphasising target KPI “cost per lead”.
Lead tracking covering everything from generation through completion rates for every campaign was established systemically and differentiated on management and expert dashboards.
The successful implementation of the project resulted in a sequential rollout of the project across all the teams and business units.
Thanks to the introduction of new systems and standard processes, synergies could be created across business areas and a scalable lead management process implemented. Given the high degree of automation this proved to be very resource-efficient.
For the first time, end-to-end lead tracking made it possible to create real-time analyses of channel efficiencies and anomalies in the lead management process. Thanks to the consistent evaluation and optimisation of the lead generation campaigns, the lead generation target for qualified, relevant leads were far exceeded and the sales target for measures exceeded by some 40%.
The transparent real-time tracking of every lead through every point in the sales pipeline forms the basis of an optimised and efficient lead management process. However, this new process and system landscape can only work if operational workflows can be implemented and the marketing and sales teams involved are closely involved in the project from the very beginning.
