PipeAlign


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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. Your company can start anywhere in this services continuum:

•	Analyze your current lead generation and lead management practices and capabilities and build a business plan for improvement;
•	Design and/or configure your database marketing systems, data capture and data exchange practices, automated lead evaluation/assignment/tracking systems, automated Digital Dialogue systems, telemarketing operations, and financial and operational reports/metrics;
•	Implement direct response campaigns, lead nurturing campaigns, telemarketing operations, lead assignment and tracking systems, and database marketing systems; and
•	Improve your existing operations through staff training and testing, vendor management, and periodic reviews and planning sessions.

Our engagement model starts with a variety of free educational resources, including white papers, case studies, and an elegant web-based exercise that allows prospective clients to “ballpark” the likely financial impact of the B2B Refinery Methodology.

These services leverage our proven B2B Refinery Methodology. Mouse over the headings on the left to see additional information about these topics.

Design and Configuration of Lead Generation and Lead Management Operations

PipeAlign will provide the essential design/configuration, implementation review, and validation services for a lead generation solution. PipeAlign can help your company implement these blueprints and requirements documents with any combination of our Partner Network, your service providers, or your internal operations teams. The range of possible solution components extends to each of these areas:

•	The Marketing Database. PipeAlign identifies and prioritizes the internal and external source data and provides data structure specifications. Additionally, we work with clients to define policies, reference tables, and business rules and process flows for capturing, exchanging, cleaning, and distilling marketing information.
•	Reporting and Analysis Business Requirements. Clients receive pipeline standard definitions for lead-related measurements, benchmarks to create lead-related, closed-loop forecasts, pipeline reports, essential process reports, and analysis tool requirements.
•	Campaign, Website, Event, and Post-Sales Processes and Policies. This service defines the processes and policies for integrating all market interactions into a scalable and cost-effective lead management infrastructure.
•	Telemarketing Blueprint. This service covers staffing, training, alignment with sales and other parts of marketing, budgeting, and essential technology requirements.
•	Digital Dialogue Capabilities. Digital Dialogue uses email and the web to engage accounts in pre-sales “conversations.” The essential ingredients relate to website/database integration (e.g., to record click-through behavior in a customer record or to pre-populate a registration form), personalization and relevance in email solicitations and on a website, reference tables that classify pre-sales content, product/service reference tables, and similar specifications.
•	Lead Assignment and Lead Tracking Capabilities. The key components of this service include a lead standard developed through sales and marketing collaboration and the rules and policies for lead assignment and lead tracking. These specifications are a necessary step in the deployment of automated systems for evaluating inquiries and assigning and tracking leads.

With this set of services, clients receive the templates for an end-to-end lead generation and lead management solution, built on best practices. For each of these areas, clients can engage PipeAlign on an a la carte basis.

Implementation of Lead Generation and Lead Management Operations and Campaigns

PipeAlign and its Partner Network provide the following modular implementation services that comply with the B2B Refinery Methodology:

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Direct response campaigns for lead generation:

–	Mail, email, print, and banners (on both your corporate website and third-party websites);
–	Interactive responder websites;

•

Integration (into the lead management infrastructure) of event attendees, visitors to your corporate website, channel referrals, and referrals and closed cases from post-sales;

•

Hosting and maintenance of an outsourced marketing database function:

–	Data capture tools and high-velocity data exchange services for all useful sources of internal and external customer and prospect information;
–	Automated data hygiene and data distillation services;
–	Automated reports, data models, and analytical tools for market segmentation, campaign planning, financial analysis, and operational efficiency, including tools to generate counts and produce lists;

•

Automated, hosted lead evaluation and web-based assignment and tracking systems and services;

•

Automated inquiry nurturing systems and campaigns:

–	Automated, relevant, personalized email solicitations;
–	Personalized print-on-demand follow-up;
–	Hosted, personalized responder websites with click-through tracking and pre-population of registration forms;
–	Web seminars and webcasting;

•

Outsourced telemarketing and telesales operations in domestic, offshore and near-shore configurations:

–	Highly trained, college-educated, career-oriented sales professionals who can engage senior executives in dynamic business discussions and staff in technical conversations;
–	Integration into, and alignment with, direct and indirect sales channels;
–	Key technologies that typically include account and opportunity management systems, digital recording to accelerate training, PBX/SFA integration for enhanced activity tracking and financial analysis, and if applicable, text chat and assisted browsing.

The experience our Partner Network possesses allows them to deliver robust lead generation and lead management solutions very rapidly.

Improvement of Lead Generation and Lead Management Investments

While PipeAlign strives to make clients self-sufficient rapidly, we do offer three broad categories of incremental services for clients who want additional assistance or who may not need the full range of services we offer:

•	Staff Training. In addition to our book and white papers, PipeAlign can provide customized, on-site training on a variety of lead-related topics, including campaign planning, metrics/financial analysis, data capture practices, database marketing, direct response marketing, personalization, web marketing, telemarketing, and vendor management. Our courses are highly interactive and can include tests and progress reports. Packages can also include helpdesk services for ongoing reinforcement and education.
•	Vendor Evaluation, Recruitment, and Management. Over the years, PipeAlign principles have worked for and with premier direct-response agencies, database marketing service providers, telemarketing vendors, list companies, and other firms central to lead generation and lead management. Our practical experience enables us to increase the value our clients receive from these investments. In this context, PipeAlign can evaluate existing vendors, re-engineer vendor relationships, consolidate vendors, evaluate and select new vendors, or simply manage the day-to-day relationships, providing an outsourced, one-stop-shopping solution to vendor management. For ongoing vendor management, PipeAlign can locate resources at your offices or at those of a strategic vendor.
•	Periodic Planning Sessions. For clients who implement a B2B Refinery, PipeAlign can participate in periodic planning and course-correction sessions, including the refinement of forecasting and analysis practices, resource allocation questions, and discussion of scaling priorities.

The Keys to Closing
the Loop

Closing the loop is not impossible. This paper will help you understand the underlying issues and the practices necessary for success.

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Discover the Hidden Revenue Potential in Your Company

How much sales capacity can marketing unleash in your direct and indirect sales channels? What revenue potential exists from your current advertising and promotion budgets? Enter just thirteen numbers in our web-based model to see what revenue potential you can unlock in your company.

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A Billion Dollar Pipeline

A Fortune 500^® company used the B2B Refinery Methodology to develop a billion dollar sales pipeline in twenty months, from a standing start.

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