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.
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.
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.
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.
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.
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.
Encourage open and honest discussions during this process. Ask questions like:
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.
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.
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 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.