A marketing qualified lead ( MQL ) is a lead that is determined to be more likely to convert to a sales opportunity than other leads. As such, it is a relative metric. The determination of MQL status can be made based upon definitive criteria, like an action taken by the prospect, or from predictive analytics like decision trees. So what works best? TelAffects believes the answer is in the data.
An MQL definition is only as good as its predictive power. The TelAffects Affect MethodSM utilizes a three-step process to ensure that your MQL or SQL definition is useful in actual application:
The TelAffects Database Marketing service gathers, consolidates and codifies every type of data available from SFA tools, CRM tools, marketing automation, purchased lead lists, event registrations and other marketing campaigns. Core components of the TelAffects Affect MethodSM data strategy include:
TelAffects’ Database Marketing service can provide database marketing strategy advice, as well as operational or tactical support for market intelligence building, marketing reference database building, and maintenance. The Database Marketing team at TelAffects can also effectively utilize data on behalf of clients to support lead generation, appointment setting, telesales or inside sales efforts.
The TelAffects Lead Generation service is designed to give your sales pipeline a boost with precisely the kind of lead generation deliverables your sales strategy requires. Not every sales force has the same requirements. For example, a mature sales force with a strong relationship base and substantial amounts of recurring business will only be helped by well-qualified and immediate sales opportunities.
On the other hand, a new sales force or one that is working with a revolutionary product or in a wide-open or nascent market will want to hit the ground running. This kind of team will have the capacity and willingness to initially work with a combination of MQLs and SQLs.
The TelAffects Affect MethodSM is designed to fit perfectly with the needs of the sales force that it serves on a territory-by-territory basis. Its comprehensive pipeline visibility is a necessity for accurately verifying that the sales pipeline is well-balanced and working at optimal capacity. TelAffects’ Lead Generation service uses accurate lead qualification, coupled with superior telesales operations methods, to efficiently and effectively generate best fit leads with low cost per lead and high conversion to actionable SQLs, qualified sales opportunities, and revenue.
TelAffects’ Lead Qualification service starts with data. It can receive purchased lead lists, event attendees, website inquiries, inbound calls, chat sessions or targeting from CRM, marketing automation or SFA platforms. The system can process files, batches or automated feeds and operate within the structure of organized campaigns or work with a stream of asynchronous responses.
TelAffectsis intimately familiar with the SiriusDecisionsTM Lead WaterfallTM lead qualification definitions. TelAffectscan work with your implementation of the framework or define a lead qualification process that meets the unique need of your organization. Once lead qualification is defined, TelAffects Lead Qualification service will:
( SiriusDecisionsTM and LeadWaterfallTM are registered trademarks of Sirius Decicsions, Inc. )