# Lead Flow

## Lead Generation Flow

Acquisition is triggered in two ways:

1. Growth loops \[falls under "growth marketing"]
2. Sales funnel

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Excluding **email / blog** **subscribers** here who need to be nurtured separately.
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## Growth loops

\[ Refer to ['Growth Loops'](https://playbook.marketingtrailhead.com/marketing-frameworks/growth-marketing#growth-loops) section under 'Growth Marketing'.]

Here, the lead flow and measurement is straight forward:

* identify the possible growth loops basis user data.
* take actions to trigger steps in the growth loop.
* measure success of achieving each of the objectives.

## Sales Funnels

A lead enters the funnel due to efforts on two fronts:

1. Outbound sales.
2. Marketing programs (which may include [growth loops](https://playbook.marketingtrailhead.com/marketing-frameworks/growth-marketing#growth-loops) mentioned above).

## Leads via Outbound Sales

* SDR (sales development rep) runs outbound campaigns using targeted emails, LinkedIn messages and tele-calls.
  * to generate leads
  * and *qualify* generated leads \[ "do they fit the ILP - ideal lead profile?"]
* These *qualified* leads are passed on to Account Executives (AEs)
  * to convert leads into opportunities.
  * and to convert opportunities into customers.

#### **SDR-AE Lead Flow**

Outbound campaign by SDR ---> Lead generated and qualified by SDR ---> Lead assigned to AE ---> converted to an Opportunity ---> converted to a Customer.

## Leads via Marketing Programs

* uses two sources:
  * Earned attention - content marketing, word-of-mouth etc.
  * Bought attention - paid ads, sponsorships, etc.
* to bring two sets of leads:
  * (\*) those who need sales intervention to convert - large enterprise accounts.
  * (>) self-serving - who convert without sales intervention.
* using two doors to enter sales funnel:
  * (\*) 'book a demo' form which is a request to 'connect me to sales' - those who need sales intervention.
  * (>)'sign-up' page - let me do it myself - self-serving leads.
* but these leads may choose to enter wrong doors:
  * (\*) enterprise customers may click on sing-up page.
  * (>) self-serving customers may ask for sales meeting.
* and hence they are separated out basis company size or put back to relevant doors.
* and given to either:
  * an Account Executive (AE) to convert. Goes to 'SDR - AE Lead Flow' (see above).
  * or worked upon by Marketing to convert via emails, app notifications, etc.

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Outbound lead or marketing leads which don't get converted into customers are nurtured via 'stay-in-touch' campaigns. And whenever they show signs of 'ready-to-purchase', then they are put back into the sales funnel:

* for AEs to re-contact (enterprise leads)
* for Marketing to prompt product usage (self-serving leads).

This is applicable when the website offers product version applicable to enterprise as well as individual customers.
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## Math and Metrics

#### Revenue targets, SQL required, marketing budget

\[[original file link](https://docs.google.com/spreadsheets/d/1qq2mtrrLovqJxcQ_-md7fLcVQ169U4kilYnII86Hs18/edit?usp=sharing); you can view and comment]

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Calculation of MQL and CAC.
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## Marketing Plan Templates

\[ There is some good stuff that I have used in past which I wish to share. For now, refer to individual 'Marketing Frameworks'. ]&#x20;

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Marketing teams spend 5-10% of ARR on programs (non-headcount expenses), and this is pretty consistent across ARR. A US $5-20M ARR company typically spends US $1M in marketing programs. \[[source](https://tomtunguz.com/redpoint-2020-gtm-survey/)].
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