What Is Lead Generation?

Lead generation strategy is not just about driving quality leads into the sales funnel or pipeline, but also managing the growth of your company through inbound marketing. So why is lead generation important? Most businesses depend on the inbound flow of leads, so the ability to appropriately manage that inbound flow is crucial.  Lead Generation Strategy can be the key to quality AND quanitity leads.

Find Your Main Metric

To help manage the flow of leads, it’s important to have the right tools—such as analytics and strategy. And perhaps even more importantly, your team must be fully aligned to your primary or main metric and willing to build a measurement framework to help reach that metric. What’s a main metric? It’s a metric that indicates growth for your business, can be tied to increased product engagement, and, eventually, results in revenue. In other words, it’s a pretty powerful way of measuring your lead generation success.

See How They Approach Lead Generation at Salesforce

For Salesforce, the main metric is when an opportunity reaches stage two—which means a prospective customer has been qualified by our sales development org and verified by our sales lead. Taking the time to identify and commit to your own north star metric ensures you spend the right amount of money, in the right areas, and towards the right people. Easier said than done, right? Let’s hear Zand Ushijima, Senior Director of Field Growth Marketing, explain how they approach lead generation at Salesforce.

https://play.vidyard.com/mVbGWSmCKkdrhT9kU2kjRh

Key Timestamps

0:00 – Salesforce on Salesforce Intro

0:43 – What is Lead Generation?

1:53 – Tip #1: North Star metric framework

3:54 – Tip #2: Not all leads are created equal

6:02 – Tip #3: Test. Learn. Iterate. Scale.

Related Posts
Salesforce Jigsaw
Salesforce Jigsaw

Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more

Alphabet Soup of Cloud Terminology
abc

As with any technology, the cloud brings its own alphabet soup of terms.  This insight will hopefully help you navigate Read more

We Are All Cloud Users
How Good is Our Data

My old company and several others are concerned about security, and feel more secure with being able to walk down Read more

Top Ten Reasons Why Tectonic Loves the Cloud
Cloud Managed Services

The Cloud is Good for Everyone - Why Tectonic loves the cloud  You don’t need to worry about tracking licenses. Read more