Set up lead handover mapping workshops to get effective collaboration between sales and marketing.
Do you have problems with some of your marketing-to-sales lead handover processes? Maybe SDRs are complaining they don't get enough insight into the prospect's journey. Maybe your lead generation marketers are noticing customers submitting upsell inquiries multiple times, because they haven't heard from their salesperson. Maybe your system isn't giving you the reporting or oversight you need to measure effectively.
One of the best ways to tackle the trickier problems is to set up a collaborative workshop. You'll tap into better ideas and make it significantly easier to implement process changes, when you invite those involved to contribute to defining the issues and generating solutions.
Facilitate a Joint Workshop with Sales and Marketing Peers
Bring a core group of 4-8 people together to map out your lead generation processes together. If you have big SDR and Sales teams, include representatives from those executing, as well as the team/area leads responsible for lead generation and handling.
This workshop can be conducted either over Zoom or in person, depending on the team's preferences and circumstances. By bringing both teams together, you create an opportunity for open communication, collaboration, and alignment of goals.
Set up a Lead Process Whiteboard Ahead of Time
Prepare ahead of time by setting up your whiteboard with a mapped lead process. Here is a Miro board example you can copy, if you've never visually mapped out your flows before.
Get the Template
Suggestions for Your Process Map:
- For column headers/X axis, list out your key customer journey milestones - i.e., lifecycle stages. Your process should go DOWN if the contact/org stays at the same lifecycle stage. It should go to the right if it progresses.
- For your row heades/Y axis, list out your teams/areas - this example shows Marketing, SDRs, Sales and CS. Map your process steps to the people who are responsible. Handovers are visible when lines cross from one group to another.
Team Size Considerations
Ideally, you will have the core process mapped out before your workshop, especially if you need to gather a larger group. However, if you're working with 3-4 people, you might be able to map and workshop in one session.
Set Expectations and Desired Outcomes
Invite colleagues to the workshop, making sure you're transparent about wanting to improve lead handovers. If there are specific issues you want to address, make sure you mention them in a way that doesn't blame or assume what solutions are.
I also recommend being humble - you just may identify OTHER process speedbumps with higher ROI or easy fixes, during the workshop! There've been times when my deep understanding of the process didn't include the full sales or SDR picture, and we uncovered quick wins that hadn't been on my radar at all.
This must be a collaborative exploration first, before you get to problem/solution identification.
Review the Lead Handover Process For One Channel to Start
Now that you have a workshop team and your whiteboard, select one of your lead generation channels or important triggers and go through it together. This helps everyone involved gain a common understanding of what has to happen for leads to get to where they need to go for action, and where responsibilities lie.
By dissecting the current process, you can get everyone on the same page while gaining valuable insights and identifying areas that need enhancement.
Identifying and Prioritizing Areas of Improvement
Encourage open and honest discussions during this process. Ask questions like:
- Are there any bottlenecks in the handover process?
- Are there any steps that can be streamlined or eliminated?
- What do SDRs/Sales/Marketing want changed - what's their biggest roadblock/difficulty with this process?
- Are there any opportunities for quick wins to speed up or improve lead handling?
- Are there any gaps in information that hinder the sales team's ability to effectively follow up with leads?
- Can the transfer of information between teams be improved?
- Are there any tools or technologies that can facilitate a smoother handover process?
By involving both teams in this process, you ensure that all perspectives are considered, leading to more effective and practical solutions.
Once you've captured potential improvements, move the discussion to prioritization. Pick 1-3 possible improvements that you think will make the most difference and are probably possible with resources at hand.
Collaborate on Strategies for Enhancement
Now that you have identified priority areas for improvement, it's crucial to collaborate on changes to the lead handover process. Encourage open discussions and exchange of ideas between sales and marketing teams.
Brainstorm potential strategies such as establishing clear communication channels between teams, implementing lead scoring mechanisms for better qualification, or leveraging automation tools for smoother data transfer. By working together, you can develop strategies that align with the goals of both teams and ensure a seamless lead handover.
Establishing a Plan of Action
Once you have discussed and agreed upon the strategies for enhancement, it's important to establish a clear plan of action. Determine the specific changes you plan to implement, the timeframe for implementation, and the project team responsible for executing these changes.
By setting clear expectations and assigning responsibilities, you create accountability within the teams. Additionally, establish metrics to measure the success or failure of the changes. This allows you to track progress and make necessary adjustments along the way.
Measuring Success and Continuous Improvement
Measuring the success of the changes implemented in the lead handover process is crucial for continuous improvement. Define key performance indicators (KPIs) that align with your goals and regularly track them to assess the effectiveness of the changes.
Encourage feedback from both sales and marketing teams to gather insights on the impact of the changes. Analyze the data collected and identify areas that still require improvement. Continuous improvement is an ongoing process, and by measuring success and seeking feedback, you can ensure that your lead handover process remains optimized.
