Increasing B2B Lead Generation and Sales Flow:
The First Steps to More Consistent Forecast Revenue Growth

According to research by the U.S. Census Bureau there are an estimated 17 million sales people in the United States today and common to us all is the attention we give to lead generation. However, with all the attention our growing ranks gives to filling the pipeline, we often miss the impact leads have on sales flow and the pipeline’s capacity for new business.

Let’s take the conversation to the next level and consider how more efficient and effective approaches to lead generation impact the sales pipeline and translate into more consistent forecast revenue growth.

Increasing B2B Lead Generation

Regardless of how you define a lead, the process of creating leads requires three steps: Access, Attention, and Action:

1. Access to key buying centers within your market(s).
2. Attention gained for your value proposition.
3. Action taken by those who are interested.

In disciplined sales environments immediately after leads are identified they are qualified into either a formal sales process , a formal incubation process, or out of the pipeline all together.

There are two essential factors that determine whether a lead is qualified. These factors help us make sure we are talking to the right people at the right time.

• Factor One: Determine whether or not those we are engaging represent a legitimate buying center.
• Factor Two: Determine whether or not the buying center is engaged in a legitimate buy-cycle.

If we are talking to the right people at the wrong time our incubation process will help us nurture the relationship, keeping us top of mind until circumstances, events and/or attitudes favor a change. Our goal of course is to influence this change as much as possible.

If the timing is right and a legitimate buy-cycle has commenced, our sales process will position us as change agents who are most qualified to engage the buying center and deliver the value sought by its members.

Ultimately, the greater the percentage of leads that qualify to enter the sales process the more effective our lead generation process. The less time it takes to properly qualify these leads and accurately determine their disposition the more efficient our process.

Effective processes improve pipeline volume and efficient processes improve pipeline acceleration. Achieving both at the same time optimizes sales flow, expands the capacity of our pipeline, and generates an exponential growth curve.

Sales Flow

There is a formula we use to measure and manage sales flow for our clients. It is based on four key performance indicators present in all sales pipelines:

Using this formula we can define sales flow over any time period by multiplying the number of qualified opportunities (#) that enter the sales process by our average win rate (%) and average deal size ($). We then divide by the length of an average sales cycle (t).

Sales flow is optimized when we can impact, and measure the impact, of all four metrics on a regular basis.

By starting the process with more efficient and effective lead generation we not only improve the lead-to-opportunity conversion, we create a larger number of qualified opportunities (#) that we are more likely to win (%) at larger deal values ($) and in less time (t). We create maximum leverage, improving each of the four metrics that influence sales flow and pipeline capacity.

We also lay the foundation for a sales culture that values innovation and market leadership over complacency; helping us break the control-to-crisis business cycle that keeps many sales teams from taking their game to the next level.

So, where do we start?

One of the best ways we know of bringing these improvements to the lead generation process is the disciplined use of Buy-Cycle Triggers™.

If you prescribe to our way of thinking, you operate with the understanding that while we can influence a buy-decision, control over the decision itself is out of our hands. At the end of the day customers buy when they are ready, willing, and able to change.

The best sales people know this and invest as much time upfront understanding their client’s capacity for change, as they do in leading the client through the buy-cycle – what we refer to as Buy-Cycle Leadership™.

What are the circumstances, attitudes, and events that favor change within your markets? What activates the buying centers that ultimately become your best customers? What forms the foundation for your most successful buy-cycles?

Answer these questions and you will begin to define the ‘triggers’ most likely to indicate or predict the formation of ‘buy-cycles’ within your markets.

The changes that these triggers uncover open doors giving you unique Access to business leaders. They identify powerful means for grabbing a business leader’s Attention. And, they help you understand how to move business leaders to Action.

When you incorporate Buy-Cycle Triggers into your pipeline and go-to-market strategy you not only generate leads that are more likely to convert, you begin to think differently about how you sell:

• Buy-Cycle Triggers make lead generation more efficient and effective, ensuring that the leads sales teams spend time qualifying are more likely to enter the sales process. As a result, sales teams become better partners in the lead generation process. Producers and managers become more productive and gain greater confidence in their ability to exceed quota and forecast targets.
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• Buy-Cycle Triggers give producers maximum control over being the first of their competitors to address a prospect’s known and emerging needs. Having ‘first mover advantage’ in a buy-cycle gives the producer an advantage. They are better positioned to earn the trust of key buying centers, to uncover key needs and decision points, and to lockout competitive options.
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• Buy-Cycle Triggers help producers responsible for large territories and named accounts who otherwise would miss important opportunities. When Sales 2.0 technologies such as iSell, InsideView, or SalesFuel are used to automate the discovery and notification of Buy-Cycle Triggers, producers can take control of even the largest territories and named accounts.

Users of these tools benefit from around-the-clock surveillance of key industries, companies and executives. They are able to track events occurring around the world and in their own backyards. They save time, compete in a larger number of opportunities, and keep better tabs on competitors.

When applied properly Buy-Cycle Triggers are one of the most effective ways to improve B2B lead generation and sales flow.

As the graphic shows, regardless of whether we are working with proactive or reactive buyers, Buy-Cycle Triggers help sales teams engage the right people at the right times. They help sales managers create a higher level of accountability. And, they help business leaders create a buyer-centric sales cultural that works!

Next steps

To learn more about how triggers work check out Craig Elias, the author of “SHiFT! Harness the Trigger Events that Turn Prospects into Customers.” Craig is one of the foremost authorities on the subject.

To learn more about how these principles can help you drive new business and create more predictable, repeatable growth, check out Pipeline Coach. We offer a simple and effective way to score your sales pipeline, uncover hidden opportunities, and prioritize next steps that are easy to execute.

According to research supported by the U.S. Census Bureau there are an estimated 17 million sales people in the United States today. Most of us share a desire to succeed; yet more common among us is the lack of commitment needed to make the changes required.  Be Uncommon. Commit to Change. Prospects and clients alike will gain greater confidence and trust in your leadership, as they too decide whether they’re ready, willing and able to change.

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James Rores is the founder and managing partner of Pipeline Coach; a company that helps professional services firms and small to mid-market companies establish predictable, repeatable paths to growth.  Learn more about James or reach out to him directly.