Project / IBM
Response Lead Management Cup đ
Company
IBM
Year
2019
Location
Worldwide
Timeline
4 months
Internal worldwide competition to foster collaboration between Marketers and Digital Sales Representatives, to maximize yield from marketing spend. The top 3 best performing teams based on overall percentages and the top 5 teams with the largest percentage improvements at the end of the competition received CMO recognition.Â
The challenge
How can we maximize yield from marketing spend and improve the high-quality leads passed to Digital Sales and also impact the conversion rates?
The objective
Improve the below metrics:
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% of High Quality ResponsesÂ
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% of new leads, worked on less than 5 days
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Workload to leads conversion
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% of opportunities not updated in 30 daysÂ
Our solution
> By increasing collaboration and establishing a common understanding of Response Lead Management [RLM] tools and Service Level Agreements [SLAs] across marketing/DSD teams.
> Scoring implementation along with asset strategic placement, we prioritized strong & medium responses, also after every DSD interlock we reviewed the marketing automation platform to give our sellers a better context of the leads.
The results
Of the 122 teams from 20 markets and 9 business units, we improved:
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% HQ Responses: +4.4 pts from first half of the year and 1.1 pts YtY.
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% of new leads, worked on less than 5 days: Improved +5.5 pts from 1H and 16.4 pts YtY.
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% of opportunities not updated: we partnered with sales to update 100% of the opportunities.
