The key to drafting any agreement is to clearly define objectives that must be fulfilled and the responsibilities of each party. The M&S service level agreement establishes the common ground that both teams operate under. Gaining common ground effectively typically requires both departments to contribute to the agreement. Companies we’ve engaged that have implemented an SLA tell us that a service level agreement provides a useful way to hold both teams accountable for commonly-held goals.
 

When you’re developing a service level agreement for your company, keep these 10 points in mind. It should save you some heartache during the process.
 

1. Define important terms. Those who will follow this agreement must understand and agree to what a term means, such as “sales qualified lead (SQL)” and “Trigger Events”. Both teams should be on the same page when it comes to, as former US President Bill Clinton put it, “what the meaning of ‘is’ is.”
2. Clearly define responsibilities – what is expected from each department? The SLA should include marketing response conditions when a lead is activated and sales response when a lead is passed through.
3. Provide focused metrics. You can’t draft a successful SLA without clearly defined, timely metrics for each department. Metrics should include such parameters as “marketing will add X (number) contacts to the CRM database per month” or “sales will generate X (number) SQLs per month”.
4. Incorporate team benchmarks – what are the minimums? As part of metric development, each parameter should have at least 3 hurdles that each department should leap over.
5. Provide an ideal lead profile (customer) profile. Both teams should agree on who you’re targeting. The service level agreement should describe ideal profiles for your market(s). Typically, the profile should include factors from both a lead’s attributes (size, location, etc.) and its online behavior (white paper download, completed form, etc.)
6. Insert a lead scoring model that ranks leads as they advance through the pipeline. Take each attribute and online activity and assign it a value that both marketing and sales can agree on. For example, using ‘title’ as a parameter, you could assign a 7 each time the condition ‘sales supervisor’ is satisfied as a result of a lead selecting that title through an online form. Don’t forget to include negative scoring!
7. Establish lead routing rules. Lead distribution is a key component to an effective marketing automation platform; therefore, the SLA should outline which sales team or agents will receive certain leads and how generic leads will be distributed.
8. Explain the lead nurturing process. Each team should know how leads that enter the marketing pipeline will be advanced towards marketing-qualified. Though this provision will often apply to automated marketing activity, the sales department’s lead nurturing responsibilities should be defined as well.
9. Determine a meeting frequency for marketing and sales alignment. Each service level agreement should establish a meeting schedule and meeting goals and objectives to make sure that both sides are on target for fulfilling their end of the agreement.

If you would like to have a free service level template delivered via email, contact a Lead Liaison Revenue Generation Specialist today.

Lead Liaison has paced its product development according to market demands. Lead distribution has become more important to the SME market the company serves. VP of Communications Alex Brown explained that “within many industries, companies are running leaner since the Great Recession, often deploying lower marketing and sales spend. They are turning to MA for more efficient resource allocation.”  
 

“We recognize the need for lead stream management that provides breakout according to performance, geography, and other parameters,” said Brown. “Our focus has extended beyond how a lead moves through the funnel. It’s just as important to assign leads effectively.”   
 

One company that has leveraged the lead distribution functionality is Telappliant, Ltd., a major telephony and VoIP provider headquartered in London. Marketing manager Tommy Powell has seen improvements in productivity since implementing the system. He said the previous lead distribution process “(was) inefficient, as there was often a time delay between leads arriving and being distributed marketing manager. A member of the marketing team…manually used SFDC to distribute leads to various members of the sales team. This process was time-consuming in terms of human resources.”
 

“(The platform) has enabled each lead to be instantly and automatically distributed to the salesperson most likely to be able to close it. In addition, the sales team is now working leads more effectively,” said Powell.
 

Company executives plan to announce additional platform enhancements at another upgrade release later this summer.
 

For more information about Lead Liaison’s marketing automation products or its support services contact Lead Liaison.
 

****
 

Lead Liaison is an application development company that designs, develops, and sells cloud-based marketing and sales automation software. The company markets to small and medium-sized businesses worldwide, and focuses on creating the broadest and most user-friendly revenue generation software platform. Applications cover all phases of lead management automation including sales prospecting, lead generation, and marketing automation functions that directly influence revenue generation. It’s innovative and robust lead management platform combines unparalleled sales prospecting, lead capture, real-time lead tracking, lead qualification, lead distribution, database segmentation, lead nurturing and ROI reporting. The Software as a Service (SaaS) model delivers an effective user experience and integrated cloud computing capabilities.
 

For More Information:
 

Alex Brown
VP, Corporate Communications
abrown(at)leadliaison(dot)com
888.895.3237 (888 89 LEADS)

There are potential leads surfing across your site daily. They are clicking on articles, hopping from page to page, and investigating what your company has to offer. Website visitor tracking shows exactly who is on a site, how they got there, and what information they are reading as they are reading it.

Can leads still slip through the cracks?

 Leads cannot escape website visitor tracking software. They are captured and tracked as soon as they land on your web page. It is estimated that 95% of the people who land on your website will be missed if you don’t use marketing automation and website visitor tracking.

Can it really tell you who is on your site?

Unfortunately, it is not like Facebook where you will see a photo and profile of each person however it will provide you with some valuable details. Website visitor tracking will show you their IP address, the referral page, their operating system, which browser they used, the landing page they started on, and their progress along the site.

Marketers and sales professionals are informed of these crucial details while the lead is actively online. This can be used to instantly identify triggers that indicate a lead is ready for conversion. A faster reaction time when a lead is in need is usually an effective closing tool.

Why do I need to know who they are?

 The key to success in any marketing or sales campaign is to understand your customer, identify their needs, and offer a worthwhile solution. Website visitor tracking captures every lead that is actively searching on your site for information. It develops an in-depth profile of their behavior and characteristics, determines their needs, and offers them an answer to their concerns using customized lead nurturing. If you do not know who they are, you cannot personalize your efforts towards their needs and interests, which will significantly improve your chances of conversion.    

Website visitor tracking ensures that every person who lands on your website monitored and analyzed. It will be easier to persuade a potential lead into making a purchase once you understand their interests and buying process. Website visitor tracking is beneficial for lead generation, but the real value lies in its ability to accurately profile every lead that comes in contact with your website.    

Marketing automation is a proven method for capturing, profiling, and converting these visitors. Its primary purpose is identifying who is visiting your site and what information they are trying to obtain. This gives your marketing and sales team better insight into customer’s interests and intentions.  
 

One of the greatest benefits that you will receive from a marketing automation system is website visitor tracking. Marketing automation software provides you with the ability to monitor and record vital information about every visitor on your website.
 

Establishes an Accurate Target Market Profile

A company can develop a more accurate profile of a typical consumer by identifying website visitors early on in their buying process. Website visitor tracking will follow the lead to determine the route that was taken from the link that brought them to the site and to the final webpage that sealed the deal. By weighing similar demographic and behavioral aspects on every lead, they can develop a clear picture of who really makes up their target market.
   

Gains Insight into Visitor’s Online Activity

By identifying who is visiting your website, you can monitor visitor’s online activity in real-time. This way companies can pinpoint certain indicators as triggers and advise the sales team to react instantly. Understanding trends in consumer’s online activity will also help marketers develop a more complete lead profile for scoring. 
 

Gain Insight into your Visitor’s Demographics

How well could you describe your typical consumer? Do you know their age, employment history, job title, sex, or any other aspect that makes them more likely to buy into your brand? By using website visitor tracking to identify who’s on your site, you can gather vital demographic information on your potential customers prior to conversion. This will also further enhance your lead profile.
 

Provide your Sales Team with Qualified Leads

Using website visitor tracking to identify who is on your site will make it easier to spot leads with the highest potential. Marketing automation providers like Lead Liaison will send sales alerts the very instant online visitors are proven to be qualified sales candidates. A faster reaction time to leads while they are demonstrating interest in a product or service will greatly increases the chance of conversion. 
 

Deeper Understanding of Buyer’s Pre-purchasing Behavior

You will have a better grasp of the buying journey your customers go through by monitoring and tracking who is visiting your website while they are on it. It will make it easier to identify which pages they click on, how long it usually takes from initial visit to conversion, and what content on your website is generating the most revenue. This information is vital for content development and marketing campaign improvements.
 

This is the age of advanced technology in a tough economy. Every company needs an advantage to stay viable. By following who is on your website through advance technology like website visitor tracking, you can bring in more leads, create a more accurate profile, advise sales of qualified leads in real-time, and gain better insight into the pre-purchasing behavior of your typical consumer. This is the advantage your company needs to survive.    

Don’t Have a Long-Term View

In the “every-minute-counts” world that digital connectivity provides, it is important to remember that marketing is a long-term endeavor. That said, companies that are looking for an immediate fix of poor marketing results through a marketing automation platform may be disappointed. Marketing automation is intended to reduce marketing costs and increase results – over the mid to long-term. Successful implementation takes patience, despite the statistics that show shortened buying cycles.
 

Don’t Have a Marketing Strategy

Integrating a marketing automation platform will not be effective if your company has not invested time into marketing strategy development. While an marketing automation system may provide decent lead generation capabilities with little planning, the broader functionality that makes an marketing automation system effective requires  thoughtful analysis of what messages you want to deliver to prospects over time, when and how leads will be distributed to your salespeople, and what metrics will be used to evaluate performance. Without careful strategic planning a marketing automation platform will often provide limited effectiveness.
 

Don’t Have an Evaluation Process

Most marketing automation platforms provide analytics for evaluation purposes. The key to an effective marketing automation integration is having the ability to analyze results and make modifications to your marketing strategy. Not every message will resonate with your leads, and developing effective lead generation and nurturing tactics requires adjustments. Your marketing model should not be cast in stone. Therefore, companies without an adequate campaign evaluation process may find that marketing automation is not beneficial.
 

Don’t have a Qualified Database

Marketers that start out by injecting unqualified leads into a marketing automation system will likely struggle to see a healthy ROI. Although one of the primary functions of an marketing automation system is lead generation and nurturing into sales-ready prospects, the initial integration phase will present poor results if your database is filled with one-off contacts and stale lists.
 

Marketing automation has been shown* to
 

• Increase qualified leads by 451%
• Generate 50% more sales-ready leads
• Nurture leads at 33% lower cost
• Increase conversion rates by 50%

While marketing automation has been shown to drive revenue faster and manage leads more effectively, this tool is not suited for every company at every stage of the business life cycle. The most effective use of the Lead Management automation platform has been shown by companies with revenues over $5 million. If you’re interested in exploring an marketing automation system for your company, be sure to first determine if your company is prepared to take full advantage of this powerful tool.

*Reference: http://www.slideshare.net/McRaeandCompany/four-b2b-marketing-issues-marketing-automation-can-solve-14232631

If you’re considering a website revamp, there’s no better time than the present to analyze your current conversion rates and web conversion strategy. If you don’t have the right tools to track conversions, you definitely need to rectify this and get on the right track before a new or revamped website enters the final build stages.
 

Streamlining to Track Conversions

One of the biggest obstacles many business owners face with their websites is attracting the user to action. A call to action is an important element of getting the visitor to act. This can include urging the user to act immediately to receive a special offer, inciting the user to fill out a form or contact your company, etc.  Most calls-to-action are text, but when paired with a visual element, the user experiences a sense of further urgency.
 

Visual calls-to-action that may incite users to interact with you or leave their information include things like:
 

• A quote form
• A “get more information” button
• A download
• A visually appealing link
• A click-to-call or chat

Without some type of conversion or call to action in place, all users have is information about your company with no upfront way to contact you. If your site’s conversion opportunity isn’t front and center, it’s important to monitor your bounce rates and track conversions to see if you could be losing visitors.
 

Track for Success

When you do change your site – or even if it’s not a consideration yet – the most important thing you can do is let the data you collect make decisions for you. If you need to decide whether or not to incorporate a form on the front page, to change the look of your site or to test one page against another, the data you collect through tracking conversions is key to your success. Without knowing how visitors experience your site, you’ll have no idea how to change your assets to make your site more informative and useful to your visitors.
 

When you use programs like Google Analytics, you’re tracking visitors, but you’re doing so anonymously. With more advanced data like a user’s parent company, frequency of an individual user’s visits or their particular activity on your site, being able to track conversions with an advanced suite of data tools can vastly improve your business sales strategy.
 

Next week we’ll talk more about anonymous vs. identified user tracking and how to track conversions of identified users. In the meantime, take a look at Lead Liaison’s visitor tracking tools and track conversions more efficiently than you ever thought possible.

What an M&S Service Level Agreement Is

A marketing and sales service level agreement is a binding agreement between the sales and marketing teams that specifies a lead generation and management process. The purpose of a service level agreement is to broker collaboration between both departments by defining a qualification process, lead scoring criteria, and accountability standards. Typically, the goal for executing an SLA is to generate an acceptable level of marketing-qualified leads (MQL) for the sales team to convert into sales-qualified leads (SQL) or sales opportunities.
 

Within a marketing and sales service level agreement there are requirements for how leads will be managed by marketing and delivered to sales. On the sales side, there are requirements for follow up responsibilities on marketing-qualified leads and converting MQLs to SQLs. In some cases, there may be parameters for how demand will be generated as well.
 

5 Ways an SLA Aligns Marketing With Sales

1. Provides a defined pipeline that clarifies when a lead has reached marketing-qualified status.
2. Provides clear stages for advancing leads towards sales-readiness
3. Provides lead scoring metrics that reflect lead engagement levels with marketing assets (sales can see how effectively marketing assets are educating leads)
4. Provides goals for sales to generate sales-qualified leads and opportunities 
5. Establishes that marketing is responsible for de-duping, filtering competition, and removing bot-filled forms

4 Ways an SLA Aligns Sales With Marketing  

1. Provides defined follow up time for leads received by marketing
2. Defines an automated lead nurturing process aimed at providing the highest quality leads at the earliest possible point
3. Provides a criteria-based lead distribution process for sales optimization
4. Provides goals for marketing to generate marketing-qualified leads and a percentage of leads that eclipse a lead scoring threshold

Operating without a service level agreement can reduce the efficacy of your lead generation/marketing automation system. Be sure to set the standards for both departments early to get the most from your MA platform.

Marketing automation has become the bellwether of online marketing for B to B marketers. Companies in business-to-business industries from IT consulting to manufacturing have been adopting lead generation and management applications at a furious rate since 2009.
 

The industry is still in its infancy. None of these big hitters is even 15 years-old: Eloqua and Silverpop were founded in 1999, Marketo and Pardot in 2007.
 

These marketing automation industry players are leading (in terms of capitalization) a group of smaller but no less effective MA vendors. For example, Lead Liaison’s Lead Management Automation™ cloud-based platform is a competitive lead management solution because it allows marketers to expand their email delivery without overage charges. There are several other examples of competitive advantages that smaller players have which MA vendors like HubSpot, Pardot, and LeadLander do not provide. 
 

Since 2005 digital marketing has grown substantially. PPC advertising, social media marketing, and SEO have all played a part in marketing B2B solutions. However, marketing automation software appears to have one important differentiator from other B to B digital marketing components: while buying behaviors may change (such as reduced PPC click-through), capturing and managing Big Data for marketing purposes is not vulnerable to changing online behavior trends. The function of marketing automation will remain viable for B to B companies for decades. Perhaps this is why companies like Marketo, Eloqua, and Lead Liaison are forging a sustainable path for this booming industry. 

Salesforce.com has long recognized the benefits in automating customer relationships, but the move last week confirms that the company views the marketing cycle as an important contributor to optimizing B-to-B sales force automation.
 

It Starts With a Click

Rare is the sale today that doesn’t start with a mouse-click. From the Pew Research Center to Gartner, study after study shows the marketplace, b2b or b2c, conducting online research prior to a purchase. Through its acquisition, Salesforce.com recognizes the benefit in tracking lead behavior from the first point of contact.
 

80% Do Not Buy at First Contact

Marketers understand that most prospects require multiple touch points to be effective. Using a marketing automation system like Lead Liaison’s Lead Management Automation™ platform, an enterprise sales force can manage each relationship prior to the sales engagement. Lead nurturing through MA saves sales agents time; Salesforce.com has shown that it understands how critical lead nurturing is to sales force optimization.
 

Cold Opportunities Get Hot

Research has shown that just because a prospect doesn’t convert immediately into a sales opportunity, that prospect should remain a lead. Sirius Decisions found that nearly 80% of qualified leads that don’t buy initially go on to make a purchase within 24 months. Marketing automation provides the tool to maintain TOMA throughout that period. This factor, among others, has led vendors like Lead Liaison to focus on SFDC integration in order to provide a seamless transition between platforms.
 

Changing Marketing Automation Landscape

As MA becomes an integral part of sales force automation, companies like Salesforce.com, Marketo, and Lead Liaison must continue to improve their offerings to adapt to evolving marketing and sales practices. But as the evolution of marketing automation continues, one business principle remains constant: providing quality support following implementation is important to effective sales force automation. Without customer-centricity, some MA/CRM vendors may face the same fate as early dot.com failures – even in the wake of a $2.5 billion transaction.