In the continuing conversation about trade show lead follow-up, here are some thoughts from Ed Jones, Constellation Communications:
It is not uncommon for there to be little participation by sales in defining goals and especially the definition of a qualified lead for trade show activity. As many of you know, I teach the concept that business communication exists to drive behavior. Behavior in the case of marketing should be a commitment to engage in a predetermined step in the sales funnel (as defined by sales.) Then it is up to sales to close the business. This is known as feeding the sales funnel.
Since sales is not often defining this step, they are often dissatisfied with the leads they get from shows, and understandably, do not place any priority on show leads. Therefore, there is no “rage” when leads are mislaid or mishandled.
This is a simplistic answer but I believe it describes some of the root of the problem.
A solution is to involve sales in defining specific steps that qualified trade show visitors are asked to take as a result of their participation with your company at the event. You may need different steps for different product sets. Then ask the sales manager to take responsibility for determining that the leads are in fact high quality and for closing the business associated with them.
Thanks Ed!! If you want to contact Ed, you can do so here.
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