A lone ranger attitude is risky if your organization sells to kites and gliders businesses.
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Without good lead generation infrastructure, firms are at a competitive disadvantage. To remain competitive, you need a sales process that consistently delivers high-opportunity kites and gliders business leads to your sales team.
Lead List Metrics
There are a lot of way to measure the impact of kites and gliders business lead lists.
For starters, conversion rate (number of sales/number of leads) is the most important measurement of overall lead list effectiveness. But you may also want to think about integrating a few other metrics into your assessment routine.
A units-per-lead measurement reveals the quality of your vendor's leads and database contents. When compared to your internal lead generation metrics, a dismal units-per-lead number indicate a provider that isn't performing adequate qualification or lead filtering. Similarly, individual metrics for your sales staff indicate how well each of your team members is using the leads they receive from your vendor.
Beat the Competition with Better Lead Lists
Too many companies restrict their view of lead lists to convenience. Although lead lists simplify lead generation, that isn't the only advantage they offer. Lead lists also deliver a competitive benefit for companies that sell to kites and gliders businesses. As your competitors waste time fishing for leads in phone books, a good lead list lets your team turn its attention to actual prospects and sales activities.
Always Start with a Big Lead Database
In the world of B2B lead lists, database size definitely matters.
The idea is to narrow your search to providers that can offer a large database of kites and gliders businesses. Experian Business Services, for example, uses an updated database of 14 million U.S. businesses that can be filtered and sorted according to your exact specifications.
Simple math says that the amount of sales you generate will be directly tied to the number of contacts contained in your lead lists. As the size of the provider's database increases, so does your ability to to create a highly targeted pool of prospects.
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