Lead Generation: Deploy 'scalable strategy'

A. It is important to know that partnering with a lead generation firm is only half of the battle. What many companies do not realize is that half of their ability to be successful relies on their own internal sales pipeline—current marketing efforts, staff training/capacity, and overall strategy.

Fortunately, successful lead generation companies make it a priority to work closely with HME clients to align lead generation strategy with the existing sales program and ensure mutual growth. In our business, we call this a “scalable strategy.”

Having a scalable strategy is advantageous for a number of reasons. First, it will not put an overwhelming strain on your existing sales efforts; instead, it will act as a complement. Second, developing a program with scalability allows your marketing team to constantly review the success of your campaign, make adjustments as needed, and regularly ensure you are on track to reach your targeted goals.

To effectively develop a scalable strategy, the lead generation firm and the HME client's sales team must come together to set clear, realistic targets on results, ensuring that both sides are on the same page on how the campaign is to be executed and, above all else, share an understanding of the mission and goals the client is trying to meet.

Herein lies one of the significant benefits of using a lead generation firm: While traditional marketing often takes on a client/marketer relationship, developing a lead generation campaign is truly collaborative.

Zeeshan Hayat is Prizm CEO and co-founder. Reach him at 604-326-0096 or zeeshan@prizmmedia.com.