3 Reasons to Outsource Lead Gen

May 14, 2017

 

 

 

 

There are certainly no shortages of opinions on whether or not sales leaders should consider outsourcing their lead generation. There are those who simply believe it is best to have a sales staff built internally. While I am inclined to agree, I would argue that there are very valid reasons to consider an outsourced sales development project. The costs of recruitment, training and managing a new team can add up quickly. Many companies have started a lead generation effort only to eliminate it after a few very frustrating months or years due to cost overruns and underwhelming results. If you are on the fence and not quite sure that outsourcing is right for you, this post will distinguish 3 ways that outsourcing your sales development efforts could make sense.

 

1) Is there a market?​​

 

There are a a number of companies that are considering putting a sales team in place that really aren't sales ready. Many entrepreneurs are so focused on producing a quality product, there is often a fatal lack of understanding of what the market appetite is for that product. Outsourcing during the early stages can help do two things. 1) Gain valuable feedback on market needs and 2) identify changes that can be made to increase adaptability. Market research is something that is extremely important and many times an experienced sales development team can fill in some very important gaps.

 

2) Do we have the right data?​​

 

When beginning a sales effort, one of the most critical issues is the data. First, there must be a definition of the ideal customer profile (ICP). This is something that can have a number of iterations as as you go through sales cycles. ICP's are not just company specific. There are the titles within the company that will be most receptive to the message. It isn't enough to just comb through websites and collect executive names. What about email addresses and phone numbers? Those things don't magically appear. So as you begin building out the team, so much time that is thought would be given to prospecting, ends up being utilized scraping, completing, normalizing and cleansing data. Doing this with new employees can be frustrating and doing it with seasoned employees can be very costly.

 

3) What about process?​​

 Even as you arm your new team with names and numbers to call. They need to understand the right messaging and process to get prospects into the sales funnel. These are challenges for all companies, even those that have a steady flow of inbound leads. There are often dollars that are left on the table because inexperienced reps don't know or understand the importance of multi-channel, multi-touch efforts to reach prospects. They also don't understand the importance of nurturing warm prospects. There must be a developed flow of steps for follow up for each prospect. It is critical that there are understood, documented follow up steps. If a company doesn't already have all of these processes in place, it delays the effectiveness of the sales development function, costing unnecessary losses in potential revenue and ultimately drives up the overall cost of sales.Outsourcing these functions to a qualified team can bridge the gap and help identify and validate a market for new products or services. Outsourcing can also help put in place the necessary data structures and contacts to get the right message to the right person at the right time. Finally, the right outsourcing partner can put in place a scale-able sales process that can be captured and applied if and when the time is right to bring the function in house.g and process to get prospects into the sales funnel. These are challenges for all companies, even those that have a steady flow of inbound leads. There are often dollars that are left on the table because inexperienced reps don't know or understand the importance of multi-channel, multi-touch efforts to reach prospects. They also don't understand the importance of nurturing warm prospects. There must be a developed flow of steps for follow up for each prospect. It is critical that there are understood, documented follow up steps. If a company doesn't already have all of these processes in place, it delays the effectiveness of the sales development function, costing unnecessary losses in potential revenue and ultimately drives up the overall cost of sales.Outsourcing these functions to a qualified team can bridge the gap and help identify and validate a market for new products or services. Outsourcing can also help put in place the necessary data structures and contacts to get the right message to the right person at the right time. Finally, the right outsourcing partner can put in place a scale-able sales process that can be captured and applied if and when the time is right to bring the function in house.

 

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