Case Studies

 

Security Software Company

Qgenisys helped them generate leads to build their B2B channel

Challenge

A leading provider of award-winning anti-spyware and anti-virus software needed to increase sales for their direct sales group as well as for their developing channel. They were successful selling to consumers, but were faced with several challenges in developing their business-to-business channel.

-Direct sales had lost confidence in marketing's “leads” because leads were unqualified.

-Marketing was unable to determine the quality of their marketing suppliers; they didn't have objective comparative supplier data.

-Sales was providing inconsistent or inadequate feedback on marketing-generated leads, preventing marketing from showing a return on the company's marketing investments.

-The company wanted to build their channel organization and wanted to provide qualified leads to their reseller partners.

Solution

Qgenisys was called on to improve the quality of leads distributed to our client's direct and channel sales groups and to establish processes to enable them to report data-backed ROI on their marketing programs. 

We developed criteria to define a qualified lead – one that is ready for distribution to sales. These criteria outlined which records were distributed to sales and which were to be retained by marketing for further nurturing. We also defined a process for obtaining feedback on leads by establishing statuses that sales reps and resellers used to track each lead as it progressed through the sales cycle.

We also launched a lead escalation process to track leads and capture return-on-investment information from all sales partners. And we created reports that finally enabled marketing to show ROI on its demand generation programs.

Results

Today, our client has a firm handle on the leads that marketing distributes to both their direct sales group and channel partners. Sales teams now understand and trust the process and are willing to update leads and provide feedback on programs to assist marketing measurement.

-Sales partners act on 99% of leads.

-The sales pipeline is more accurate, showing a 500% increase in pipeline revenue.

-Programs are in place to nurture leads that aren't ready for sales, or to circle back on prospects that sales reps have been unable to reach.

-The client has narrowed their list of marketing suppliers to those that provide the best quality leads at a lower cost per lead, saving them up to $900 per lead.

-Revenue now is reported on leads previously abandoned. Some programs have recorded up to a 40:1 ROI.