The PipeAlign B2B Library

PipeAlign offers a number of resources for professionals involved in lead generation and lead management:

•	Our book , The B2B Refinery, describing a cross-functional methodology for improving sales productivity profitably and materially through investments in lead generation and lead management investments;
•	A case study on a Fortune 500® client that generated a billion dollar pipeline in twenty months using the B2B Refinery® Methodology;
•	A web-based modeling tool that you can use to quickly identify areas of potential financial opportunity within your current go-to-market operations and that will help you quantify some of the dependencies between sales and marketing; and
•	Several white papers on a range of topics, including lead generation financial considerations, automated and scalable lead nurturing, messaging, closing the loop, Digital Dialogue, B2B telemarketing, and other topics.

Mouse over the headings on the left to see additional information about these topics.

An Executive Guide to Improve Sales and Marketing Efficiency

The B2B Refinery^® examines critical go-to-market problems that hamper growth and dilute profits. The book then offers B2B companies a roadmap for improving sales productivity profitably and materially through investments in lead generation.

For executives, this book addresses these types of issues:

•	How effective lead programs dramatically improve expense-to-revenue ratios in direct and indirect sales channels;
•	How your company can accurately measure and analyze cause and effect and revenue impact throughout the sales and marketing pipeline;
•	Why post-sales operations represent a largely untapped but extremely profitable source of leads;
•	Why cross-functional coordination and collaboration are critical to sales and marketing efficiency; and
•	How the right marketing automation strategy increases scalability in sales and marketing.

For managers involved in CRM, demand generation, lead management, telemarketing, web marketing, events, and campaign benchmarking and analysis, the book also provides hands-on operational guidance. In these areas, The B2B Refinery answers the following questions for managers in marketing, sales, product management, finance, and MIS/IT:

•	How to use web and email to generate demand and to convert inquiries into leads more effectively, including scalable, automated Digital Dialogue;
•	How to close the loop;
•	How to measure complex campaigns quickly and accurately; and
•	How to integrate multiple internal and external CRM systems into a high-velocity revenue engine for your company.

The B2B Refinery represents more than a combined forty years of real-world, B2B experience of the authors working for, and with, some of the most respected companies in the world. The B2B Refinery is available on Amazon.com. Click here to buy the book on Amazon.com Now!

Discover the Hidden Revenue Potential in Your Company

This web-based exercise will help you understand the dependencies between sales, marketing, and post-sales operations and the potential for these departments to produce additional revenue.

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•	How much revenue capacity do your direct and indirect sales channels lose when prospecting for new business?
•	What expense-to-revenue ratio should your company expect from its advertising and promotion budget?
•	What percentage of your revenue target should leads from marketing account for?
•	How might more effective lead generation investments affect sales production?

PipeAlign has created this model to provide you with directional insight into these types of questions. This exercise requires you to enter just thirteen numbers about your current situation. To give you a perspective on what is possible, the model then applies various industry benchmarks to your numbers and provides an instant analysis. 

Click here to access the model immediately.

B2B White Papers on Lead Generation and Lead Management

PipeAlign provides the following white papers on these key lead-related topics:

•	Seven Key Practices for Closing the Loop. This paper provides guidance on associating revenue with leads and increasing closing ratios and political support in sales.	•  Learn more . . . •  Download this white paper
•	A Practical Guide to Digital Dialogue. This paper provides a road map for implementing a scalable Digital Dialogue capability to Generate Demand and to Educate and Qualify Prospective Business Buyers.	•  Learn more . . . •  Download this white paper
•	Critical Success Factors in B2B Telemarketing. B2B telemarketing should function as a bridge between sales and marketing and represents one of the most valuable methods of contact in the marketing arsenal. This paper provides guidance on essential management and operational B2B practices.	•  Learn more . . . •  Download this white paper
•	The Financial Case for an Enterprise-Wide Demand Generation and Lead Management Strategy This paper will help you understand the potential cost of over-reliance on scarce sales resources to prospect and nurture opportunities and the benefit of using lower-cost, more scalable resources to improve go-to-market ROI.	•  Learn more . . . •  Download this white paper
•	Five Reasons Digital Dialogue Will Change B2B Forever. Digital Dialogue increases sales productivity by replicating through personalized and relevant email and the web some of the information flow between sales representatives and prospects.	•  Learn more . . . •  Download this white paper
•	Benchmarking Your Go-to-Market Efficiency. This exercise will help you understand the ROI dependencies between sales, marketing, and post-sales operations.	•  Learn more . . . •  Download this white paper
•	How to Gain Executive Sponsorship for Key Go-to-Market Initiatives. Do you want a bigger budget and, possibly, an expanded charter? This paper provides insights into practical and proven techniques for achieving these objectives.	•  Learn more . . . •  Download this white paper

How Avaya Built a Billion Dollar Sales Pipeline in Twenty Months, Using the B2B Refinery Methodology

This client case study covers the evolution of lead generation practices at Avaya over a two-year period and covers the following topics:

•  Open the excerpt •  Download this case study

•	The organizational challenges this Fortune 500® company faced;
•	The specific problems marketing needed to overcome with its lead program;
•	The critical success factors for improving the quality and scalability of its lead generation and lead management investments; and
•	The timelines, solution components, key lessons, and results from this initiative.

"(The B2B Refinery Methodology) has successfully provided a sustainable continual pipeline of high quality opportunities for new business and installed base revenue. In addition, it has improved our lead tracking ability to ensure that those leads are accurately routed and followed up on by our sales team." Dave Johnson Senior VP, Worldwide Sales and Marketing Avaya Inc.