Lead Generation that Matters to the CEO

Investments in demand generation and lead management must improve sales productivity profitably and materially. If not, funding will always be in jeopardy.

Sales People Are Still Generating Most of Their Own Sales Pipeline

Most sales people don’t like cold calling. It’s very time consuming and often demoralizing. But they have no choice. Marketing simply doesn’t generate enough qualified leads.

Marketing Budgets in Jeopardy

Every day, sales executives make the reasonable case for budget reallocation. Cut the marketing budget. Hire more sales people. Recruit and support more channel partners. In a difficult economy, these arguments intensify and prevail.

Lead Generation is Undergoing a Profound Evolution

Compelling counter arguments now exist. Advancements in marketing automation are profoundly changing what's possible. The collective knowledge about demand generation, lead nurturing, and lead management is also growing rapidly. The result? Lead generation is getting more and more scalable. Messaging more relevant. Contact strategies more integrated. Marketing database more hygienic and consolidated. Sales and marketing more aligned.

In short, early adopters are gaining competitive advantage. Lead generation is increasing sales productivity profitably and materially.

The Path to Better Sales and Marketing Efficiency

You can capitalize on these changes right away. PipeAlign can rapidly and pragmatically assess your current situation and help build an executive consensus on the organizational, operational, and financial changes necessary to improve the return on your marketing investments. PipeAlign will then leverage the necessary best-of-breed vendors to put the plan into action.

The PipeAlign Advantage

To create scalable lead generation capabilities, PipeAlign starts with practical steps to greater sales and marketing alignment. In fact, the name "PipeAlign" combines the idea of a sales pipeline with the concept of sales and marketing alignment and alignment with customer buying behavior. A "sales pipeline" also alludes to the oil refinery metaphor used in in our book, The B2B Refinery.

Areas of Expertise

Knowledge practices include the following key areas that most affect demand generation and lead management: messaging and contact strategies to generate demand and convert inquiries into leads, marketing automation, direct response marketing, tele-qualification/tele-prospecting/telesales, database marketing, data capture/data standards, and pipeline metrics. You can download our white papers on on many topics. Our book will make you a lead generation blackbelt.

Click here to learn more about our business model or scroll your cursor over the headings on the left or at the top to access our library and information about our services, and other key topics. Here and throughout the site, scroll over bold blue words, phrases, or acronyms to see simple explanations.

Lead Generation that Matters to the CEO

Investments in demand generation and lead management must improve sales productivity profitably and materially. If not, funding will always be in jeopardy.

Sales People Are Still Generating Most of Their Own Sales Pipeline

Most sales people don’t like cold calling. It’s very time consuming and often demoralizing. But they have no choice. Marketing simply doesn’t generate enough qualified leads.

Marketing Budgets in Jeopardy

Every day, sales executives make the reasonable case for budget reallocation. Cut the marketing budget. Hire more sales people. Recruit and support more channel partners. In a difficult economy, these arguments intensify and prevail.

Lead Generation is Undergoing a Profound Evolution

Compelling counter arguments now exist. Advancements in marketing automation are profoundly changing what's possible. The collective knowledge about demand generation, lead nurturing, and lead management is also growing rapidly. The result? Lead generation is getting more and more scalable. Messaging more relevant. Contact strategies more integrated. Marketing database more hygienic and consolidated. Sales and marketing more aligned.

In short, early adopters are gaining competitive advantage. Lead generation is increasing sales productivity profitably and materially.

The Path to Better Sales and Marketing Efficiency

You can capitalize on these changes right away. PipeAlign can rapidly and pragmatically assess your current situation and help build an executive consensus on the organizational, operational, and financial changes necessary to improve the return on your marketing investments. PipeAlign will then leverage the necessary best-of-breed vendors to put the plan into action.

The PipeAlign Advantage

To create scalable lead generation capabilities, PipeAlign starts with practical steps to greater sales and marketing alignment. In fact, the name "PipeAlign" combines the idea of a sales pipeline with the concept of sales and marketing alignment and alignment with customer buying behavior. A "sales pipeline" also alludes to the oil refinery metaphor used in in our book, The B2B Refinery.

Areas of Expertise

Knowledge practices include the following key areas that most affect demand generation and lead management: messaging and contact strategies to generate demand and convert inquiries into leads, marketing automation, direct response marketing, tele-qualification/tele-prospecting/telesales, database marketing, data capture/data standards, and pipeline metrics. You can download our white papers on on many topics. Our book will make you a lead generation blackbelt.

Click here to learn more about our business model or scroll your cursor over the headings on the left or at the top to access our library and information about our services, and other key topics. Here and throughout the site, scroll over bold blue words, phrases, or acronyms to see simple explanations.

The PipeAlign Difference

PipeAlign has developed over many years a proven methodology for scaling lead generation and lead management and aligning those efforts with the needs of sales organizations. Unlike other consulting firms, we have a Partner Network and an overall approach to help your company turn our concepts into an operational reality rapidly. Finally, to maximize your ROI and accelerate your self-sufficiency, we enthusiastically transfer knowledge to your implementation team, starting with our various white papers and our book. Click here to learn more about the PipeAlign difference.

PipeAlign Lead Generation and Lead Management Services

PipeAlign and its Partner Network provide a set of services that address the full lifecycle of your lead generation and lead management needs. We can train your staff or manage your vendors. We can assess your current situation and develop a business plan for improvement. Or we can design and implement a scalable lead generation solution or a component capability, like a telemarketing operation, a database marketing system, or a direct response campaign. Click here to learn more about our services.

Is Your Company Experiencing These Problems?

The complexity of B2B can create a host of almost universal challenges for those tasked with generating and managing leads:

•	An insufficient yield (e.g., visitors, responses, attendees, or callers) from demand generation investments;
•	A low conversion of inquiries into sales (i.e., lead quality problems, lead follow-up problems, etc.);
•	An inability to close the loop, to compare various methods of marketing contact with a universal financial and operational yardstick, and to understand cause and effect in sales and marketing; and
•	Marketing automation that takes too long to implement, costs too much, and fails to deliver the promised benefit.

These challenges create significant inefficiencies that can shrink profits and inhibit growth in large B2B companies. Click here to learn more about these challenges.

A New Way to Go-to-Market

The B2B Refinery Methodology applies proven manufacturing principles to lead generation and lead management processes. This approach scales sales and marketing operations.

 

A Metaphor for Greater Sales and Marketing Efficiency

Think of your demand generation campaigns as Oil Wells. Think of your handling of inquiries as an oil refinery. Each day, your company interacts with different “grades” of customers and prospects. Some will place a single small order. Others may spend millions with you each year. Some will buy this month. Others may not buy for several quarters or at all. Each group requires different levels of sales and marketing investment. With the B2B Refinery Methodology, those who warrant more processing, receive more. Less affordable segments receive less processing.  As a result, sales channels get only premium grades of fuel, increasing their level of productivity and the overall scalability of sales. In short, a B2B Refinery “manufactures” customer orders efficiently.

 

Lead Generation Best Practices

The B2B Refinery Methodology consists of a comprehensive set of lead-related practices. These practices address your contact strategy, your approach to information capture and relevant messaging, and the management and information strategies required to generate, assign, and track leads efficiently. Click here to learn more about the B2B Refinery Methodology.

Improved ROI on Lead Generation and Lead Management Investments

The PipeAlign B2B Refinery Methodology results in four key benefits:

•	A better yield from demand generation;
•	Higher conversion rates of inquiries to sales;
•	Greater sales productivity through lead generation; and
•	Better measurement and more predictable forecasts.

Click here to learn more about the ROI of the B2B Refinery Methodology for your organization.