2. CDW Lead Generation
From sales adoption to leadership
reporting
DMA 2011
October 5, 2011

3. CDW Lead Generation
Speakers
Mark Thabit
Senior Director, Marketing
CDW
Randy Ilas
VP, Product Development & Marketing
Harte-Hanks Market Intelligence

4. Today’s Session
Learning Objectives
How to:
• Gain sales adoption of the lead process
• Measure and track lead success (ROI)
• Make adjustments to “the best laid
plans”

5. Market Observations
Lead Targeting Trends
• “Lead” Sources & Variety
Expanding
• “Pull Sources” Volume Growing
• Costs of Qualifying Often Hidden
or Missed
• Costs & Time to Qualify
Underestimated
• MQL & SQL Stages and Process
Standardizing

6. The CDW Story
Mark Thabit
CDW

7. CDW Lead Generation
The CDW Challenge
• Purchased leads via
third-party partners
• No formal system for
tracking or measuring
• Sales feedback on lead
quality was not
favorable

8. CDW Lead Generation
Out with the Old
• Gain Sales commitment
• Build the infrastructure
• Follow the lead

9. CDW Lead Generation
Sales Commitment
• Coordinate with Sales
– What is a lead?
• Do we need BANT?
• Person to call
• Reason to call
• Gain commitment to
pursue leads
– Send only qualified leads
• Nurture all others

10. CDW Lead Generation
Lead Infrastructure
• Centralized lead repository
• Tag each lead
– Source
– Date
– Customer name
– Opportunity
– Sales representative name
• Deliver lead within existing sales
tool
– Sales feedback
– Sales disposition

11. CDW Lead Generation
Sourcing the Right Leads
• Based on Sales/Marketing lead definition
• Quality and accuracy is critical
• Set goals and forecast
• Harte-Hanks Ci Pipeline®
– More than a lead

12. Ci Pipeline®
Opportunity Profile

13. CDW Lead Generation
Reporting
• Tracking ROI
– Validate the investment
• ROI Formula

14. CDW Lead Generation
So What Happened?
• Increased sales lead utilization
by 20%
• Increased average order value by
5 times
• Closed 1 out of 3 leads
• Able to deliver positive ROI

15. CDW Lead Generation
Lesson Learned
Best Practices:
 Lock-step with Sales
 Follow the lead
 Validate ROI
 Pilots with partners

16. CDW Lead Generation
Lesson Learned – The Hard Way
Things to avoid:
• Don’t send all leads to Sales
• Don’t underestimate the hand-off process
• Don’t Assume

17. CDW Lead Generation
Our Work is Never Done Lead
Sourcing
Lead
Measurement
Lead Capture
CDW Lead
Process
Opportunity Lead
Management Prioritization
Lead
Distribution

18. Mark Thabit
Q&A marktha@cdw.com
Randy Ilas
Randy_Ilas@harte-hanks.com
For more information, contact:
CDW
www.cdw.com
1-800-800-4239
Harte-Hanks Market Intelligence
www.citdb.com
1-800-854-8409

19. CDW Lead Generation
Keys to Success
• Get sales buy-in up front
• Have a plan for tracking leads in order to
calculate the ROI of your efforts
• Select high quality, reputable partners
• Start small