*Re-posted from Dashtab blog
So marketing sends over inbound leads and expects sales to close them. And although they may be legitimate, high quality leads — how do we know?
Outbound focused inside sales or sales development reps are tasked with creating prospect lists and setting up qualified meetings for sales people — however, what are the characteristics of the prospects they should be pursuing and how do they know they are worth a sales person’s time?
The answer is, Sales Development teams (SDRs) use something called “qualifiers“.
-For inbound leads these refer to the characteristics that a prospect need to possess in order to justify handing them to a sales person to speak with them, do a demo, meet, or even send a non-automated email. These characteristics could be things like number of employees, vertical/category, technology being used, a certain performance metric (e.g. revenue, website traffic, etc), and location.
If a prospect meets the qualifiers then they will be moved to the next step in the sales process which is often being handed over to an account executive/sales person focused on closing deals.
-When outbound leads are generated by prospecting, the SDR will be looking for characteristics that will help them pre-qualify a prospect. These also are characteristics like number of employees, vertical/category, technology being used, a certain performance metric (like revenue, website traffic, etc), location, etc. The key concept here is how many of the qualifiers can the SDR discover using tools and technology, before actually communicating with a prospect.
That said, there are always going to be qualifiers that can only be discovered by communicating with the actual prospect via phone, in-person, and/or by email; especially if it’s more sensitive or proprietary data.
Your qualifiers should absolutely be integrated into your CRM in a way that requires they be met in order to move to the next step/stage in the sales process. It’s also REALLY important to keep the data accurate and updated.
Dashtab Can Help
Dashtab has created a Salesforce.com plug-in that allows sales development teams to implement a qualifier-based workflow, geared at enforcing best practices, keeping CRM data clean/accurate, and surfacing analytics that will help drive sales qualified leads that convert to closed deals.