Wanted to share a LeanData best practice with the community that has been a game-changer in my past lives and for the clients I now consult with.
When is the last time you measured the % of inbound leads that came from your Target Addressable Market (TAM) of prospect accounts?
Typically when we work with companies that are generating a meaningful amount of inbound demand, their funnels are actually full of competitors, partners, existing customers, bad-fit prospects in addition to those companies that are actually desirable customers! Then we sit down with the SDR team (or whoever is tasked with qualifying inbound leads) and find that they are spending hours per day digging around Salesforce, conducting online research, and executing prospecting steps for leads that are not relevant in the first place.
You're left with a situation where marketing believes they have driven meaningful lead numbers, SDRs are poking their eyes out trying to book meetings, and sales reps are frustrated that their calendars are empty.
Here are the simple steps to reorient your revenue team around the accounts that matter:
- Insert all accounts from your TAM into Salesforce from a 3rd party data provider (ZoomInfo, Upwork, Lead Genius, etc)
- Tag these Accounts as Target Prospects (recommend the native Account "Type" field for this)
- Audit the rest of your existing Account database and tag Competitors, Partners, Customers, and non-TAM accounts
- Map the Account field that you used to the Lead object using LeanData
- Run a lead-to-account match with LeanData (this pulls down data from the Account level and stamps it on the lead, including your tagged field)
- See what % of your demand gen results actually match to your relevant market
- Start your go-to-market strategy anew with a fresh perspective on where every revenue team should be focused!
Curious to hear what you find in your own organization when you follow these steps.
Please sign in to leave a comment.