GTM Science - A show for GTM and RevOps leaders How to Improve Lead Qualification and Routing with Mallory Lee
Every lead you have, whether they've shown interest or not, is a lead that you've paid for. Whether you spent money on an ad to generate them, or you paid reps to find and research them, or you bought tickets to an event to meet them. Optimizing your lead qualification and routing is a practice that not only helps increase ROI on these leads going forward, but it can be applied to all of those contacts you've already spent money on.
In this episode of The RevOps Corner, our host Eddie Reynolds is joined by Mallory Lee, SVP of RevOps Strategy at Union Square Consulting, to discuss lead qualification and routing strategies that help B2B SaaS companies get more out of every lead they earn – even the ones who seem like a bad fit.
They explore common issues with the existing MQL process and share insights from their popular newsletter on how to improve lead qualification, reduce acquisition costs, and enhance sales and marketing alignment.
The conversation touches on account-based scoring, the importance of high-intent leads, and methods to separate and prioritize leads effectively. Mallory and Eddie also highlight the significance of defining and refining ICPs and buyer personas and the need for continuous iteration in lead management processes.
Near the end of the podcast, Eddie gives you an exercise you can do today to get you on the path to optimizing your lead scoring process faster than you think.
00:00 Introduction
00:51 Today's Focus: Lead Qualification and Routing
01:25 The Problem with MQLs
02:16 Marketing vs. Sales Perspective
03:26 Effective Lead Conversion Strategies
05:58 Inbound vs. Outbound: A Balancing Act
11:19 The Purpose of Your ICP Definition
11:15 Prioritizing High Intent Leads
22:49 Optimizing Sales and Marketing Alignment
24:07 Incentivizing Marketing: A Different Approach
24:35 The Importance of Revenue Focus in Marketing
25:44 Defining ICP and Personas: Going Beyond Basics
27:46 Challenges in Targeting and Resource Allocation
31:10 The Role of RevOps and Sales in Account Research
34:16 Lead and Account Scoring: A Holistic Approach
37:55 How Lead Scoring Allows Strategic Planning
40:18 Lead Qualification Exercise
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