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[Music] hey welcome to concept where we open the door you close the deal my name is dan harsh i'm the founder and the ceo of concept in today's video we're going to be talking about lead generation specifically we're going to be talking about considerations on whether we bring it in house or whether we outsource it let's kind of review some of the topics we'll be going over today one we'll be talking about lead generation components i thought it would be important before we decide whether we bring it in-house or outsource it that we really have a good understanding of all of the components involved that way we know exactly what we're deciding to bring in house or what we're actually deciding to outsource we're going to talk about the advantages of outsourcing the advantages of in-house then we're going to review some other considerations that maybe you're not thinking about and then we'll close with some final thoughts let's jump right in i broke down the components of lead generation into six different components and we're going to break down and go through each each of these and keep in mind what we're trying to do here is to define all of the components that go in to a lead generation project let's talk about data in data there's there's several things we have to discuss when it gets to we start talking about data one of them is what's our target data we got to talk about procurement cleansing importing data and we talk about target you have to talk about what are the type of companies that were that we're going after who am i targeting what are those size of companies geographically where are they located and is this a regional campaign is this a national campaign international campaign who is that contact person that functional role that i'm going after and and if i have multiple campaigns then i have to define this for for multiple campaigns so the just defining the target can get a little bit complex once we define the target then we got to get into i have to procure this data and i may be going through many different data sources list brokers to find the actual data that i need and that fits the campaign or the initiative that i'm going after that takes time if you've ever gone through that process that takes time you may also be uh procuring data from some of your inbound initiatives and so as this data comes in i got to be capturing this data whether it's coming from some paid search initiative social seo whatever that may be i may be capturing data that's coming in from my in-house initiatives and then once i do that i have to cleanse the data cleansing the data involves removing current customers deduping the data if you purchase a list you can be guaranteed some of your customers will be on that list and so as you bring that in you're going to want to remove those customers you're also going to have duplicate records depending on the database or the crm that you're bringing this data in you probably already have some of these records so i got to dedupe that data so there's a cleansing process that is involved and then lastly i have to import that data i got to bring that data into my crm system so there's some admin support that's required i need to be able to segment this data because i want to build to report on it i want to know which list which data source is yielding me the highest the highest results and so i got to break that down as i bring that data in so there are just some considerations to think about as we think about data next is messaging messaging is a very big part of any lead generation program and to start we have to create the message and there's a lot of things that we can talk about there's actually another video that i did about how to create effective messaging which i'll put in the links down below that you can refer to that but some of the things that you're going to have to consider in this messaging is what is the message what am i saying am i going to be talking about or addressing some pain that the customer has and then a solution is this message about awareness am i addressing maybe concerns that i know the market has maybe i'm addressing some objections maybe i'm talking about a value proposition what is that message who is the audience who my audience is is going to dictate what this message is what's that pain point of the audience that i'm targeting what is the channel am i putting a message together for outbound calls am i putting a message together for email marketing am i putting a message together for paid search some social activity what is that channel that i'm because that message is going to be driven by the channel what's the objective of my message is it to drive appointments is it to generate traffic and click-throughs is it awareness is it to get them to my website so i can have them fill out a form so what is that objective and then how is this message different when i get this message out there regardless of the audience regardless of the channel how am i going to differentiate myself from everybody else messaging is very critical for any effective legion program once i create that message i have to test and evaluate that message how am i going to measure the effectiveness what type of responses have i received and how am i managing or measuring those responses how many people have tested it is there a date that i put out that i need this tested by this date is there some driving force that's dictating that when is when am i going to determine results is it after 30 days is it after i have 500 responses what is that and what am i going to do if this message is not effective am i capturing the data so if it is not effective i can easily go through and pinpoint exactly where in this message i'm losing people where is this not effective why are they not latching on to this message so messaging once again it's critical i can't just create something and run with it i need to make sure it's effective once again if i'm doing this in multiple markets and maybe multiple campaigns i got to do this for every one of those campaigns because each may be slightly different it's more than just making calls very important to take the time in putting together effective messaging let's talk about the actual lead generation component of it i broke this down into four areas and remember what we're talking about right now is we're talking about all the components involved in lead generation and now we're talking specifically about the actual lead generation piece of it one is it requires a multi-channel approach what do i mean by that in today's market it is so competitive i need to cover so much ground and cover it quickly i need a multi-channel approach i need to be hitting the market through digital sources i need through seo through email marketing through outbound cold calling inbound social media i need to be hitting the market from many different angles i'm not sure where these customers are going to be they could be here one day and over here another day i need to be hitting that market from multiple angles crm i gotta have crm in place for this legion program it's it's the tool that's doing all my lead tracking my lead nurturing it has the background sales automation cadences that's handling all of that need lurch need lead nurturing follow-up it's my lead tracking tool it's my efficiency tool you can't effectively go after a lead generation program and expect to have success without crm three is sales and marketing in today's uh times sales and marketing have to work together they need to become one they need to be in communication with each other they need to be integrated with one another they need to have coordinated efforts it's a must that they begin working together they have to have the same objectives and somebody ultimately has to be in charge of this and we'll talk about that a little later but sales and marketing is strategy and execution today sales and marketing is a must of working together and i think marketing is simply an extension of sales today marketing needs to be evaluated the same as sales how many appointments are you generating how many leads are you generating how many sales are you generating the last is personnel you need sales personnel sdrs people on the phone i need marketing personnel people that's handling all of my digital stuff content creation strategy people that know how to handle digital marketing know how to put a campaign together i need effective sdrs not just anybody on the phone i need effective sdrs i need a seasoned manager who's experienced with lead generation we'll talk about this in a few more slides and then lastly is it takes time i have to have the time dedicated to do all of these things this is not a part-time job next let's talk about reporting analytics some of the things that you're going to want to be tracking is is activity you know calls number of calls type of calls completed calls attempted calls voicemail this is on the outbound side the reason that's important is in inside concept we track this type of of data a completed call for me means it's a it's a conversation i had with a decision maker an attempted call means i made a dial but i just didn't get anywhere at all and voicemail obviously is what it says so what that means if i run data on a campaign and i see just these numbers it will paint a picture for me if i see that i only have uh say one out of a hundred calls made are completed i can tell just by looking at numbers i'm just not having conversations with decision makers if i see that i have just 99 out of a hundred attempted calls i'm just not getting anywhere if i see that i'm leaving a lot of voicemail but i'm not getting a lot of return calls my voicemails are not effective so being able to track the type of calls is important call recordings is it important for you to be able to hear what your sdrs are saying on the phone and what the prospect is saying on the back end leads being able to track leads the various sources that these leads are coming from are my leads coming from my outbound calls are my leads coming from inbound are my leads coming from paid search email marketing that's going to be important you want to be able to track that how many leads what about lead scoring whether it's bant or whether it's some other form of of scoring that you're going to do internally where is the best quality of lead coming from which source is it coming from what type of leads have i been getting are these appointments web x's conference calls phone calls what are those so tracking the type of leads is important and then the data we talked about when we import that data we have to be able to segment that data because i'm going to want to report on it i'm going to need to know which list source which segment of the data is yielding me the best results i'm also going to want to know what's the status of my data how much data do i have remaining how much data do i still have remaining to work how much of this data have i not even touched yet how much of this data have i totally worked it and it's gone it's it's no longer valid for me to work i gotta track all of that how many bad records do i have although you bought this data doesn't mean every record's good even though the data source may say it's it's all been validated it never is so you got to track all of that type of stuff so reporting analytics very important personnel remember we're talking about all of the components inside of a lead generation initiative personnel this is a pretty big area obviously people are the key let's talk a little bit about skill set inside this the skill set of this personnel inside your lead generation you're going to have marketing skill sets you're going to have phone skill sets that you need you know you got to have somebody who's familiar with multi-channel marketing do you have that capability internally we just talked about the need and the value of multi-channel marketing we're going to need that skill set we need somebody that that can handle email marketing messaging content creation social seo paid search we need we need that skill set inside our lead generation program i need phone skill set whether it's inbound or whether it's outbound it's it's critical it no matter what happens it's always going back somebody's going to be on the phone either you're following up on a lead you're calling prospecting for a lead somebody is calling in to you eventually you get to the point where somebody needs to be on the phone this is a mentality finding this person is not necessarily easy it's a skill set it's becoming a profession so we got to give a lot of time and attention to the skill set required to effectively manage a lead generation program next is turnover turnover will happen it does it's inevitable it's just going to happen the average sdr 10 year is anywhere from one to one and a half years right now so turnover is going to happen people will do this job they'll do it they'll do it for a while to gain experience and then they're ready to move on they get burned out at it it's not for every person so turnover will happen i think it's one of the hardest jobs to fill in the entire sales process and when there is turnover it creates workload throughout the organization recruiting and hiring do you have the skill set in-house to recruit and hire these types of individuals can you hire the right person and it's costly when we don't hire the right person if i hire the wrong person in another 30-60 days they're gone very very costly the other thing is if i'm having turnover while i'm in the process of hiring i have downtime once again very costly what is the skill set that i need to hire how much time is this person going to be involved on the digital side how much time are they going to be involved in the the calling side on the emailing side is this one person is this multiple people what does that look like inside your organization how much experience do they need inbound versus outbound and when you're recruiting you'll come across a lot of people that have inbound experience sometimes it's very difficult to convert somebody who has a lot of inbound experience to all of a sudden now making outbound calls i don't know how many people i've sat across over the years and they've told me oh i'm on the phone all day long i probably talked to 125 people a day it's all inbound people are calling into you because they have a purpose or a reason to call you they're interested to talk to you that's why they're calling you totally different when you're making outbound calls that person is not sitting at their desk waiting for you to call them it's difficult to find good sdrs training once again keep in mind we're talking about components of an effective legion program training is one of these who's going to be responsible for training what is their expertise in cold calling what's their expertise in getting by a gatekeeper what's their expertise on training crm as a user can they train that are you going to have to have somebody else train that what's their expertise on email marketing and putting campaigns together what's their expertise on digital marketing paid search social is this one person you're hiring or is this multiple individuals who's doing the training is this one person doing the training or is this multiple people doing training once again you got to keep in mind if it's multiple people this is a tax on top of your workload inside your organization because now you're taxing multiple functions inside your organization lastly will they have time to work in all these areas training is training is on going human resources turnover increases workload for hr there's onboarding there's paperwork there's handbook policies procedures we've got to go through all the benefit package once again hr will be involved and then lastly is management we talked about who's going to be training who's managing this program who's managing the sdrs who's managing the marketing functions who's going to manage the crm functions who ultimately is responsible for the success of this do you have one person in house that is diverse enough seasoned enough experience enough to manage this or once again is it getting spread across multiple people because if it is the cost goes up what we're trying to do is just paint a picture of what is involved in managing a lead gen program remember we're trying to get to the point so you can make an educated decision to bring it in house or to outsource it lastly is technology lead generation components the last one technology crm phone system we have we have to contend with remote workforces now from a crm standpoint we talked about there's data importing exporting deduping cleansing of data there's admin support when you set up a lead generation program there's custom fields that need to get created there's going to be certain data you're going to want to track if you're calling into an organization and you want to track let's say a lease expiration maybe you provide equipment and you want to know when is their current lease coming up you're coming uh to an end you're going to want to track that because i'm going to want to report on that field so i may have to set up a custom field that says lease expiration october 2021. why do i want to do that well because i may wonder want to run a report that says give me all the people who have leases expiring in october keep in mind as i'm prospecting every day and as i'm trying to generate leads every day if i'm doing this effectively i'm gathering a lot of information my legion program should continually get more and more effective over time because i'm gathering information which has directed me to more warmer leads and people that are more apt to buy my service so custom field creation is very important field validation there's certain fields that you got to make sure the right data gets in those fields if it's a date field i need to set it up as a date filter i won't build a report on it correctly if it's a currency field the same type of thing if it's a drop down field and i want to limit my drop downs to a certain number of selections or a certain type of selections i gotta set that up ahead of time screen layouts i need to set up the screen so it's easy for my sdr to navigate through there's workflows and automations and rules set up all that has is set up to try to make this program a little bit more efficient there's just the standard stuff of add edit delete users someone's got a train on it there's reporting typically sdrs do not know how to set up their own reporting somebody has to set up that reporting and somebody has to determine what reporting even needs to be set up phone system phone system and tracking data and analytic analytics off of a phone system is is important you're going to want to be able to track things like how long are my sdrs on the phone what time of day seems to be the busiest for them why that time of day what time in the morning do they typically start making calls if they're not making calls till 9 a.m what are they doing from 8 to 9. this call activity slow down at 11 o'clock if so why is my last call typically made at 3 30 in the afternoon why so pulling that data off your phone system is very important it's also a check and balance against your crm system call recordings call recordings are important especially if there's some discrepancy if a sales rep says hey that wasn't a good lead having call recording that you can go back and say well let's listen to what the prospect actually said they were interested in so sometimes it just helps resolve some discrepancies the other thing you need to know about call recordings is there's a lot of state regulations one-party state two-party states and so bringing this in-house one of the considerate considerations may be do i want to mess with the state regulations and and the party regulations on one party versus two-party states the other thing is remote workforce with today's economy and a lot of remote workforces is do i have things set up to have and manage data security the people that are working home are they set up with an internet connection that they have sufficient bandwidth that they can work online all day long do i have software set up that i can do real time monitoring how am i going to handle pc support now as they're working from home and i got a sales person an sdr that now all of a sudden has pc issues do they got to bring their pc in they got to bring their laptop in is someone going to troubleshoot it over the phone those are real life issues today and then lastly is just simply collaboration tools how do i stay in front of them how do i make them still feel part of the sales team so from a technology standpoint some things that you may want to consider technology is the hub of an effective lead generation program it sits in the middle so those give you some ideas on things that make up a lead generation program let's talk now about advantages of outsourcing well one of the advantages of outsourcing is time when you outsource you're freeing up yourself to focus on your core competency for most companies prospecting for leads is not their core competency their core competence competency is manufacturing this widget their core competency is providing this service it's typically not prospecting for new business so outsourcing that it frees you up to to focus on your core competency gives you time to focus on your outside sales group your manufacturing your customer service your marketing expertise another advantage of outsourcing when you when you outsource you're outsourcing to a company that that is their core competency that's what they do they have the technology in place they are efficient they're effective they use best practices that's what they do they're set up to provide multi-channel lead sources we talked about the importance of having a multi-channel approach if you're working with the right outsourced agency they are set up to provide all of that and why that's important is leads can come from many many areas you've got to work with somebody who's who's fishing in all of those different ponds because we don't know where those leads are coming from we don't want to be one-dimensional on just calls we don't want to be one-dimensional on just digital marketing we got to be very multi-dimensional multi-channel they have a proven process this is what they do you're working with somebody that's their core competency they have a proven process generally they're going to generate more and better results i say generally they won't always i've worked with some companies that they have been very good and very effective internally at doing this themselves and sometimes they just might be better at it they may have more knowledge more industry experience more product knowledge and they just might be better at it but generally an outsourced agency is going to always outperform in-house they're going to generate quicker results quicker results could be a shorter sales cycle for you there's going to be minimal trial and error they've done this before they know what works they know what doesn't work compared to you doing it in house if you're not experienced with this you may be doing a lot of trial and error every initiative has some trial and error but by working with an outside agency they're minimized they're going to minimize much of that trial and error because they've done it before the last one which i think is important is accountability when you work with an outside agency you have this customer vendor relationship they are accountable to you they make money by keeping you as a customer if you're working with the right agency they should service you as good if not better than your own employees service you you are very valuable to them that accountability they should be managing every aspect of that project for you because they want to keep you as a customer let's talk about staffing the outsourcing agency manages all aspect all different functions of staffing they're managing the sdrs they're they're hiring those sdrs managing that sdr's all the managers that are involved they're providing all the managers if there's turnover they're handling the turnover they're handling the training they're doing the recruiting they're handling the hr needs if there's pcs equipment involved they're generally handling all of that if there's licensing for crm typically they're handling all that unless they're working inside your crm they have a team of experts that are responsible for every facet of the program and they're providing all of that staffing they have redundancy in place when there's turnover and as i mentioned there will be when there is turnover they have redundancy they can get somebody back on your project tomorrow that is very big when we're talking about loss of time and downtime and how downtime drives cost they have redundancy they have staff they have a bullpen of resources lastly is they're dedicated this is what they do they're not tasked with other things they're tasked with generating leads that's pretty important that is their sole focus management they're going to manage the entire program they're going to manage the strategy they're managing the staffing the training they're managing the results or i should say even lack of results not every not every initiative comes out of the gate you know just shooting a hundred out of a hundred it takes time and they're the ones that are managing what is and is not working and managing the adjustments that need to be made along the way they're managing all the redundancy they're managing all the crm on the back end all the reporting all the importing of data user setup they're handling all that so anything regarding management they're handling lastly is scalability an outside agency if you're working with the right agency they're going to be able to ramp up quickly that's what they do they're designed for scaling they have multiple campaigns that they can run at one time they can manage multiple simultaneously there they have multi-channel capabilities they could be on your program they can be doing outbound calling handling inbound calling doing all the digital stuff doing email marketing handling your website they can be handling all of that simultaneously because they have the staff and the expertise to do that also from a scalability they get quicker results if you could tell your resource partner hey i need to add another person or i need to start increasing leads by x tomorrow they're going to be starting to move that direction quickly whether it's adding more staff whatever it may be and that's going to generate you quicker results let's talk about the advantages of in-house well one of the big advantages that i think people like when they bring it in-house is they feel they have more control they're able to see they're able to hear they're able to observe what is actually happening now if everything is virtual and everybody's working from home right now that may be a little bit more difficult but generally they they like the fact that they can see and hear and observe they can go out and talk to the people on the phone they can talk to the marketers and find out what is and is not working they like that it's more of a hands-on approach for them so they feel it gives them more control one thing to point out is more control is more control but it requires more time and so you have to be able to kind of decide do i have the time to do this to get the control that i want next is cost cost is it's an evaluation that you personally have to make for your personal situation there are a lot of variables that go into cost if you're going to evaluate the cost of an outsource provider to the cost of an in-house sdr which that's how typically how a lot of people do it the outsource provider is always going to look way more expensive however if you start to factor in all of the other variables those costs become more in line real quick some things you may want to consider as you evaluate cost is efficiency if you're going to be very inefficient and the outsource is very efficient that's going to drive the cost down you're going to be spending time but you're not going to be getting anywhere if you are very efficient internally then that's definitely to your benefit effectiveness turnover and downtime if you have one sdr and they leave you're down you're not generating leads from any of their efforts if you have two sdrs and one leaves you're 50 down when you work with an outsourced agency if one leaves which they will have turnover just like you will they're going to put somebody on the phone tomorrow they're going to train them and get them going your downtime is minimal that affects your cost you got departmental involvement we talked about all of the various functions that have to happen inside a lead generation program well if you're managing this internally you have hiring you've got recruiting all the onboarding you have hr you have crm you have sales you have marketing you got the sdrs you got to add all those costs up because you are taxing every one of those groups for time lastly is overall results if you feel and you believe you can generate the same level of results that's definitely a major plus for you but if you can't generate the level of results an outside agency is your costs go up now because costs are directly related to results if i got high results that drives my costs down you're going to have cost too but if you don't have results to back it up those are pretty expensive costs staff development is another reason people like to bring it in in-house they believe it gives career paths its training ground it develops in-house expertise and they like that they like a grooming ground they like being able to develop that expertise that knowledge and then promote that person and progress that person throughout the organization once again they believe it gives them more control one thing to keep in mind here is that career path that training ground that developing expertise it's good as long as that individual stays with you and so you got to evaluate what's the tenure of your organization that you're going to really be able to capitalize on that career path and career development is good if the employee stays it's worth mentioning so we've talked about the components of a lead gen we've talked about advantages of outsourcing we've talked about advantages of in-house let's talk about maybe some other considerations or we might even look at some of the things we've already talked about but we'll look at them from a couple different angles now management do you have this level of experience in-house do you have an experience manager with lead generation experience do they have actual cold calling experience that they can relate to an sdr on the phone do they have digital experience do they know how to handle paid search what about email marketing seo do they have experience there not necessarily that maybe they're the one that's going to do all of this but they have to be able to drive that do they have experience managing to metrics and do they know what metrics they should be managing to what about strategy do they know what strategy they need to actually be putting together do they have experience with messaging and getting past gatekeepers how about crm do they know how to drive your crm group do they know what kind of direction to give your crm group on how to set up crm so it's effective for their sales people that are using crm what about time do they have the time to manage this initiative do they have time to sit with the sdr do they have time to work with your marketing department do they have time to train does your hr and your crm group do they have time do you have time to listen to calls do you have time to do metric analysis across all lead sources keep in mind an effective lead generation program isn't just a plug and play it's managing and monitoring all aspects of it to to make sure you have a pulse on what is what is not working and you're constantly tweaking back and forth it's kind of like running a faucet you're constantly working the hot and the cold to get to the temperature that you need and sometimes it's too hot and sometimes it's too cold we have to constantly be managing that and as i put down here effective lead generation requires continual management so do you have that management and do you have that time can you scale do you have a need to scale are you looking at a program inside your organization that's really one sdr and it doesn't require a lot well that might be totally different than you need to bring in or manage a program that has multiple sdrs that needs multiple marketing people totally different needs that you need to talk about or consider whether you're going to bring it in-house or outsourced if you have multiple people that you need you're going to have more turnover you're going to have proactive turner turnover and reactive turnover what do i mean by that well if you have let's say you have five sdrs well if you have five sdrs you're gonna have an a player a b player c player d player etc you're going to be able to measure the the c player to the a player you're going to see that discrepancy you're going to proactively be moving on the c and d players in the hope of getting more b and a players if you have one sdr you don't have a lot of data points you don't have a lot of points of reference i don't really know if what he or she is doing is on par is it acceptable is it high is it low but when i get multiple ones i will know and i'm constantly trying to bring in the ab players and you'll just have more reactive the more people you have the more chance you have of people leaving it's just a it's just a matter of fact when that happens the more turnover just the more tax it puts on other areas of the organization so scalability is is pretty important when you're thinking about in-housing and outsourcing multi-channel capability we talked about this do you have the capabilities for digital outbound inbound nurturing we didn't talk a lot about nurturing nurturing is a whole part of the lead generation process you need a system that's following up on every lead that's generated whether it's sales automation on the back end whether it's cadences whether it's automatic emails that are going out whatever that may be i need a process do you have that capability in-house from an outbound standpoint do i have the right person in-house today not that you have a good person do you have the right person this is a skill set all on its own and this person may not be this person just because this person is good on the inbound doesn't mean they're going to handle the outbound these digital people probably aren't going to be doing any of your phone work so from a multi-channel capability do you have the resources in-house to handle the digital needs the outbound the inbound the nurturing technology is crm currently implemented inside your organization if it is is it currently being used effectively if you fall into the law of averages the answers are this yes i have crm and no it's not being used at least not effectively if you want to implement a crm initiative and you want it to be effective you need you must get your crm solution up and running you have to have user adoption and you've got to be using it efficiently or your lead gen pro it's just not going to work for you crm is the hub of a lead generation program you have to have that you have to be tracking conversations i have to be able to do data analysis i need to know where my traction is coming from i need to be reporting real time i can't run reports that are 60 days old i can't throw data into spreadsheets and do that i need to be looking real time at what's happening is crm being used for a closed loop process am i able to track from lead creation to lead closure i think that's important how long does it take to move a lead through the process are you able to report from your phone system we talked about some of that stuff so technology is very important lead follow-up process let me say this lead follow-up process is as important as the actual lead generation itself successful lead generation demands effective lead follow-up let me say this again successful lead generation demands effective lead follow-up what we're going to go over here is relative to whether you're going to do it in-house or you outsource it this has to be in place you have to be able to track where to where will the leads go when generated do you know that do you currently have leads coming in now where are they going are you tracking it can you easily go in and say how many leads were generated this week and where are they and what process is happening right now what is the status of those leads can you track that can you track how many leads came in by data source can you track which reps received how many leads that's that's critical what is the process to follow up on leads generated do you have one if you don't you need one whether you're going to bring it in house or whether you're going taking it to an outside provider who will follow up on the leads generated that is critical one of the biggest mistakes that i've seen companies do is they give their leads to their best sales reps it seems to make sense the problem is their best sales reps are extremely busy they don't have time to follow up on leads with the level of attention and focus they need what are you going to do with these leads who's going to follow up on them are you going to put some time frame in place that every lead has to be followed up within 24 hours within 48 hours what's the priority that whoever you're giving these leads to that their understanding is they have to follow up on these leads how will you track leads and leads follow-up all these things are critical do you have a process right now to nurture and stay in front of leads is your process now you're just relying on your sales reps to do it let's think about this for a moment this is this is pretty typical may not be in your situation but i can guarantee you it is typical in many situations companies generate leads they spend big dollars to generate leads they want leads because they need more sales they get these leads they send the leads over to their sales reps sales reps aren't using crm and they don't know what's going on with the leads that doesn't even make sense but that's what's happening so i'm here to share with you if you're going to implement a lead gen program you have to have a lead follow-up process they go hand-in-hand the benefit of working with an outsource agency is they're going to be able to help you every step of the way of implementing an effective lead follow-up process you want to ask them hey help me with this it's worth whatever dollar it takes to make that happen is technology in place right now that's going to drive that if you don't have crm set up to do this now you can't move forward with the lead gen program you just can't crm better be your focus right now let's talk about expectation who is setting the objectives or the expectation of the program that's going to be important let's why is that important let's let's move down these bullets here what is the objective you're getting ready to start a lead gen program everyone's in an agreement what's the objective is the objective to generate leads is the objective generate appointments is it closed sales is it market awareness is it to penetrate new markets what is the objective what's the expectation is the expectation x number of sales x number of new accounts you've got to identify that how are you going to measure it once again is crm set up to measure this do you have user adoption right now inside your organization that you can be sure you're tracking the information you need so you can measure against that what are the metrics you're going to measure along the way so you can see am i on track with the level of activity that i need that's going to give me the end result i can't wait till the end of the quarter to see if i'm going to hit my quarterly numbers i need to know month one am i on track with the activity levels that are going to drive the end result that i need i think any lead generation program the end result should be to drive sales however if you're not set up on the back end to turn these leads into sales is just not going to happen so what is your expectation when do you expect results am i expecting close sales at the end of week one am i expecting closed sales at the end of month one six months one year once you answer this my question to you would be based on what if my objective my expectations i want to close x number sales based on what do you have experience on that what are you basing your expectation on why am i hitting that so hard the reason i'm hitting that hard is because unrealistic expectations can collapse a lead generation program you could have a program that's working and it's actually going very well but it's not meeting your expectation either your expectation is off or the program really isn't doing well realistic expectations are critical so your expectation needs to be challenged you need a realistic expectation level these are real dollars you're spending we need to know is your expectation realistic lastly is cost and results there are a lot of costs that go in to coming up with a final number of what are your costs we talked about this needs to be evaluated based on your personal situation some of those costs are management costs if you're doing this in-house there's probably multiple departments multiple managers that are involved you got sales you've got marketing you're going to have hr you're going to have recruiting you're going to have crm you might have training each one of those is a cost factor to that you're going to have turnover you're going to have downtime there's cost to that your crm your support we talked about license support hardware equipment lastly is your results of results are going to drive your cost cost is a direct variable of results if you got high results that's going to drive your costs down if you have low results your costs are going to be high so you got to take all of these functions into consideration each function of the prospect process has a cost to it cost is greatly impacted by roi results impact cost the most results impact costs the most where are you going to get the most results if it's costing you a hundred thousand a year but you're generating two three million not too bad if it's going to cost you a hundred thousand dollars a year and you're generating 150 000 it might be a little bit of a different story when can you measure roi are you going to measure roi at the end of a month are you measuring an roi at the end of a year when is the right time to measure an effective roi this has to have time to work you're building an engine and we we're going to have another video here on a sales engine but that's what you're building here you're building an engine you got to get this engine up and going before you can really measure its effectiveness so we've talked about a lot of things so far and we're going to be wrapping this up we've talked about the components that go into lead gen trying to give you a very good idea of what you need to be considering that's going to get outsourced and what needs to be brought in house we talked about the advantages of outsourcing the advantages of in-house we just went through some other consideration so what are some final thoughts i thought i would close with this chart because it can give you a high level view and keep in mind these are my thoughts but this is kind of based on history of my experience in the market and what i'm about to go through here this may not be exact for your situation these are more generalities in the market as a whole so one of these may or may not be in line with your specific situation but this will give you some thoughts as a whole let's talk about the consideration of time i think the benefit the check goes to outsourcing why because it frees you up to focus on your core competency it's not going to take you near as much time that's a benefit for outsourcing management well once again i think it's a benefit for outside they're going to manage everything they're managing the strategy they're managing results sdrs they're managing staffing process technology that's why you're hiring them so they can manage that scalability the outsource agency is probably going to be able to scale quicker than you why it's their core competency that's what they do they're in business to scale that's how they make money they have proven processes set up check those there multi-channel once again this is as a whole if you're a very large organization you may have this covered very well and you may even be more effective than a lead gen company if you're a small to mid-size company the outsource agency is probably going to get the check here they they have all of these bases covered if you're a small midsize company you may not have all those in-house resources you may not be sitting on that expertise if you're a large organization you may be sitting on all of that expertise and that check mark might be over here but as a whole i'd say it it it belongs over here technology once again small midsize company you may not have all that technology you may not have crm set up the way it needs to be set up you may not have the phone system set up you may not have all of the digital stuff working for you the email marketing capability the outsource agency that's what they do everything they do is built on technology the check would go there expertise this is an interesting one from an in-house standpoint you're going to have more industry knowledge you're going to have more company knowledge more product slash service knowledge that check might go to you you're sitting on all the very intimate knowledge however from an expertise of lead gen side that's going to go over here you may be sitting on company knowledge product knowledge industry knowledge but you may not have the expertise in making the call if you're working with an agency over here they have all the expertise on how to generate the lead and if you find an agency that focuses in your industry then the check would be over here but for the sake of this i put a check on both sides because it's really going to depend the the company the in-house you definitely are going to have the advantage on industry knowledge company knowledge etc but that could be balanced very well if you're working with a reputable agency that has industry experience in your industry next is turnover we talked about it's inevitable the benefit goes to the in-house they have a whole staff they have bullpens of sdrs people that are trained you're going to have minimal downtime when turnover happens probably not the case if it happens in your organization you're going to have to go out higher you're going to have downtime you're going to go through the process etc sdr focus i think the check mark goes over here why when you go to an outside agency that's all they do they're 100 focused when you go to bring that in-house it's easy to pull away that sdr to do other things even on the digital the marketing side it's easy to pull them away to do other things rather than just focus on lead generation so i think the focus i think the benefit goes over here control i think the check may go over here if that's important to you if you like having more control if you're able to manage to that level bringing in the house is probably going to give you more control employee development well it if you bring it in house it definitely is going to give you a training a training ground a grooming ground it can provide career paths it's going to build in-house expertise for you definitely can be a check mark over here for for you on on that side of it results generally the outside outside agency is going to produce more i say generally because i've come across some some organizations and these are generally larger organizations but they have in-house capabilities and it's a major focus for them and they are very good at it but generally an outsourced agency is going to out produce and outperform costs i didn't put a check either way here i think costs have to be evaluated on a on a one by one basis here as we went through all of the considerations there i think that really has to be evaluated i think there's cases where bringing in house can be more expensive i think there's cases bringing in house can be less expensive and vice versa so that that really is a personal situation that you have to evaluate on your own so i hope that we've we've uh we've brought some insight we brought some light uh shared some things that maybe you weren't thinking to the level that we went through hopefully you got something out of this video we will be having more videos like this on similar topics if you want to follow us you can check us out one on our website we'll have other videos out there for you to view you to look at website is conceptltd.com we would like to hear from you give us a call follow up with us check out some of the other videos and we'll be definitely keep you aware as we produce more and more of these thanks for checking this one out talk to you soon [Music] you