Same Old Song and Dance

Revenue leaders at early-stage B2B ventures constantly worry about lead generation and pipeline volume.  Their reps can’t close deals they don’t have, after all.  Reps are always wolfishly hungry for more “at-bats”, and sourcing quality leads is tough.  Given this reality, some leaders and reps become convinced that the only way to get more leads is to funnel more money into Marketing campaigns. 

Here’s why that won’t work.  Inbound leads from Marketing will only get reps so far.  Even if those juices are flowing like wine now, most will get lost in the crowd and not turn into potential deals, let alone go all the way to Closed Won.  Plus, early-stage leaders don’t have unlimited funds for anything, Marketing or otherwise.

Reps need multiple lead sources, and one of the best is a rep’s own outbound efforts. It makes sense.  Reps are in touch with the ground on the market, the buyers, and your product—no one is closer than the people out there selling every day.  Reps also tend to place greater trust in their own leads, having qualified the prospects themselves.  This means they’ll work these deals more carefully than those from other sources, at least until they have proof (meaning several Closed Won deals) that other lead sources are more than a scent and a sound.

Yes, it takes time and effort.  No, reps don’t like doing it.  Let them howl and whine all they want, but they won’t generate enough pipeline coverage to hit their quota unless they diversify their sources and pursue this one themselves. 

A Change Would Do You Good

Tired of being hungry for leads?  Have your reps try this to get back on the hunt:

• Dedicated Time: Reps should set time for prospecting on their calendars.  As with prospect calls and meetings, this time should be untouchable by others.
• ICP: Make it count by identifying the right titles, company sizes, industries, etc.  Specialty tools like ZoomInfo can help, but LinkedIn and internet searches work well too if you’re budget conscious.
• Outreach: Like with prospecting, have your reps block off dedicated time each week to reach out to prospects.  Tell them to plan for multiple touchpoints – no one picks up on the first ring or answers the first email.  For simplicity’s sake, start with a basic 3 + 3 x 3 cadence.  Three calls paired with three emails over three weeks (one call/email pair per week).  Follow up 4-6 weeks later with anyone who didn’t respond.
• Tracking: Have reps log each call, email, or social touch in a CRM, if possible.  Set up a spreadsheet if necessary.  The important thing is to capture key data like date, time, and number of attempts.
• Expectations: Make it known during the interview process that a certain percentage of deals (you’ll decide the amount) need to come from reps.  Coach your current team on the importance of generating their own leads if you haven’t already.
• Compensation: Consider paying higher commission rates for rep-sourced deals to align incentives with behavior. You’ll need to balance this with other drivers in your plan, while remembering how important definitions and tracking are when counting lead attribution.
• Tip: For inspiration, have your reps read Fanatical Prospecting by Jeb Blount.  It’s been a go-to resource for SDRs and sales reps for years.