Entries from October 2008
Marketing-for-Leads Guide: Step 2 – How much new business do you need?
Step 2: Determine the percentage of your company’s revenue that needs to come from new business.
If your corporate goal is a twenty percent increase in sales, how much new business do you need to secure to meet that goal?
Say your annual sales revenue currently totals $10 million. At first, it may appear that you only need an additional $2 million in sales to meet your new goal for next year. However, if you also need to replace twenty percent of your sales revenue every year because of non-recurring sales, you will need to find an additional $2 million in sales during the next year just to stay even. So you will actually need an additional $4 million in new sales revenue to meet your goal.
| To download the complete guide as a PDF, visit B2B Marketing-for-Leads Guide. |
The new-business-needed calculation
The following calculation will help you to determine the amount of sales revenue from new business your company will need to generate from marketing leads to meet its revenue goals.
- Your company’s current annual sales revenue $ _______.
- The percentage of business you typically lose during the course of the year
x ________%. - The sales revenue from new business your company must generate during the next year just to stay even = $ ________.
- Additional sales revenue from new business needed to meet your new target sales revenue goal + $ ________.
- Total new business revenue needed to meet your target sales revenue goal
= $ ________.
Marketing Speaker Demo Video – Mac McIntosh
Normally I don’t directly promote my own services in this blog. I hope you don’t mind, but this time I’m making an exception. I promise to deliver more business-to-business marketing how-to information starting with my next blog post. Thanks. – Mac
Do you need an engaging and effective marketing speaker for your next meeting or event? If so, please consider putting me to work.
Here is a quick 5-minute video designed to give you a feel for my presentation style, an understanding of the benefits you and your audience will receive from my sessions. It also includes some brief comments about my presentations from a couple of recent attendees. Please take a look and let me know what you think by posting a comment below. It will be much appreciated!
If you put me to work as a speaker at your next event, I will help your attendees take advantage of proven business-to-business marketing strategies and tactics–including the latest marketing 2.0 tactics–which they can use to drive more leads and sales and to get a better overall return on their marketing investments.
I am well-qualified to present on B2B marketing topics including sales lead generation, lead nurturing and lead qualification; database-driven direct marketing, including direct mail, e-mail and telemarketing; event marketing, including seminars, webinars, workshops and executive briefings; online marketing, including turning websites into lead generation machines and B2B Search Engine Optimization (SEO); and more.
Types of sessions I am qualified to present:
- Keynotes
- Breakout sessions (1 or 2 hours)
- Half-day seminars and workshops
- Full-day seminars and workshops
- Multi-day seminars and workshops
- Webinars or online seminars
If you’d like to learn more, please use my Speaking/Training Contact Form, call me directly at 1-800-944-5553 or +1-401-294-7730, or check out the speaking and training pages on my website, which include meeting planner testimonials and quotes from attendees.
Marketing-for-Leads Guide: Step 1 – Set Goals
The primary objective of a successful B2B marketing program is to bring in new business. Marketing programs include many elements, ranging from brand building to market research. But no single part of a business-to-business marketing program is more important than generating qualified sales leads. "Marketing for leads" drives sales. Done correctly, it will increase the bottom line and help your company achieve its growth goals. Marketing programs that are bottom-line oriented focus on generating, nurturing and qualifying sales leads.
In this series of blog posts, you will learn, step by step, how to create a successful business-to-business marketing-for-leads program. For an outline of all the steps please see my article "Steps to Implementing a Marketing Plan That Drives New Business."
Step 1: Set goals at three levels.
To succeed, your marketing-for-leads plan must reflect sales goals. Therefore, your first step is to gather information needed to determine your company’s goals for sales revenue in the coming year.
Sales revenue goals need to be stated at three levels:
-
Minimum goal.
What sales revenue do you need to stay in business without layoffs? How much revenue is required to meet payroll and cover other costs of doing business? What will it take to keep your company’s doors open? -
Target goal.
Where would senior management like your company’s sales revenue to be? If you are at a current run rate of $4 million, and they say they want to grow 25 percent, your new sales revenue goal is $5 million. -
Stretch goal.
If your management wants to get really aggressive, what revenue goals would they like to achieve? Perhaps they would like to double—or even triple—your company’s business in the coming year.
There is a straightforward way to determine your company’s sales revenue goals. Interview the senior executives at your company, either serially or in a joint meeting. The executives to interview include the business and financial decision-makers (e.g., chief executive officer, chief operating officer, president, owner, partner, chief financial officer, controller, head of accounting) and the internal customers of your marketing programs (e.g., vice president of sales, director of channel sales, sales manager).
| To download the complete guide as a PDF, visit B2B Marketing-for-Leads Guide. |
Remember, you are looking to determine your minimum, target and stretch goals. If the executives describe the goal in terms of company growth rather than in dollars, convert it into a dollar figure. If the executives say they want the company to be the "biggest" in the industry, look at the sales revenue of all your competitors and set your sales revenue goal above that of the industry leader.
It is not uncommon for executives to have different answers about goals. If the various executives you interview state different opinions about corporate goals, you will need to negotiate a consensus. This may be as easy as pointing out the discrepancy to them.
Lead Generation and Management in the Industrial Marketplace: Complimentary Webinar Oct. 15
If you are responsible for driving leads and sales from engineering, industrial, technical and manufacturing professionals, you won’t want to miss this 45-minute webinar on B2B lead generation.
Filling the Pipeline with More High-Quality Leads:
Effective Lead Generation and Lead Management in the Industrial Marketplace
You are invited to this complimentary, 45-minute webcast on Wednesday, October 15th.
By attending this brief, information-packed, online session—presented by the noted sales lead expert, M.H. “Mac” McIntosh and Chris Chariton, an industrial marketing expert and GlobalSpec’s Vice President of Marketing Services and Product Management — you will learn the latest strategies and tactics for improving your results from lead generation and lead management in the industrial sector.
It takes less than an hour of your time, and you can attend from the convenience of your PC. Why not sign up right now?
By attending, you will learn:
- How industrial decision makers are finding, specifiying and buying products and services like yours. Things have changed. Hear what you need to do differently to get your share—or more—of those leads and sales.
- How to maximize lead generation results for your company; You will learn the four keys to filling your sales pipeline with qualified, sales-ready leads, despite your limited budget.
- How to give your salespeople, reps or distributors an “unfair” competitive advantage. Gain a better understanding of lead management techniques that build sales-winning relationships with prospects, and deliver more sales-ready leads to your salespeople, reps or distributors.
Does this describe you?
- Your responsibilities include approving, directing or implementing marketing-driven lead generation programs for your company.
- Your products or services are specified, purchased and used by engineers or other technical, industrial and manufacturing professionals.
- You need to help to fill the sales pipeline with more qualified, sales-ready leads that your salespeople, reps or distributors can turn into new business sales.
If that’s you we described above, you really can’t afford to miss this information-packed, executive briefing.
The bottom line? By attending this short, online briefing you will learn how you can increase the number of sales-ready leads you generate.
Yes, it really can be done. Chris and Mac will show you how. Sign up today.
