Checklist 2016 - Is MQL qualified enough to be SQL?

Sonia Chugh
Marketing Automation | Demand Generation |
Marketing & Sales Operations | ROCKSTAR
SoniaSpecialist@gmail.com
@SoniaSpecialist
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Checklist 2016 -
Is MQL qualified
enough to be SQL?

@SoniaSpecialist
I, ME & MYSELF
● A certified marketing automation &
salesforce expert with over 10 years
of comprehensive experience as a
skilled demand generation & sales
leader.
● Recognized for successfully driving
best-in-class integrated email
marketing campaigns and demand
generation programs.
● As a seasoned professional, you can
always expect some great tips from
me on sales & marketing strategies,
marketing automation, digital
marketing and social media
marketing.
“ Best is YET to come”
&
“Great things come
to those who
DON’T wait”
FIRM BELIEVER
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Been into Sales & Marketing,
I always seen or should say even done myself…...
To avoid adverse results, 7 checkpoints
MUST, MUST & MUST
check and update, before passing them
to the sales team, no matter how active
LEAD is……..
“pushing all leads for nurture or engagement programs
and once they fulfill the criteria of interesting moments,
pass it to sales team”
@SoniaSpecialist
3

Sales and Marketing professionals
are always concerned about generating NEW LEADS.
Right?
@SoniaSpecialist
SoniaSpecialist@gmail.com4

has
becom
e
a
BUZZW
O
RD
in
m
arket!
@SoniaSpecialist

Is it really
the KEY for the GROWTH
of any business?
NO!
@SoniaSpecialist
Am I
sounding
weird?
NOT Really!!

is one of the parameters, for sure!
@SoniaSpecialist

“Quality”
is what one should focus on than
“Quantity”
@SoniaSpecialist
I know nothing NEW……….
we all know, Quality wins!! :-)

According to the recent research,
“Around 80% of leads generated by
marketers are NOT sales qualified”
@SoniaSpecialist
After so many efforts,
Are sales resources wasting time on MQLs ?
(not ready to be a SQL yet)
*MQL ---> Marketing Qualified Lead SoniaSpecialist@gmail.com
* Source :2015 Survey of B2B Marketers.

“An engaged MQL has
high probability of getting
converted against the
one’s not been engaged.”
Its very important responsibility to NURTURE
every single lead with an engaging content.
Keep a track on analytics report for Open, Click or Not Open action activities.
This will help qualifying MQLs to move as SQLs in marketing funnel!
CONTENT ENGAGEMENT
@SoniaSpecialist
*SQL ---> Sales Qualified Lead SoniaSpecialist@gmail.com

Q is...
@SoniaSpecialist
How to ensure that LEAD is good
enough to pass to the sales team?
Is Marketing Qualified Lead (MQL)
qualified enough to be called as
Sales Qualified Lead (SQL)?

If we get answer to this Q,
we can do MAGIC.
@SoniaSpecialist
Wow!!!
Isn't?

can do some help.It may not qualify 100%MQL to SQL
BUT
it will surely help to filter
enough qualifiedMQL move to SQL.
@SoniaSpecialist
7 ITEMS
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@SoniaSpecialist
TERRITORY / REGION
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The good thing about the internet is that anyone from the
world can land into any business website and show interest in
solutions offered.
However, the REALITY could be that there is no business in that
territory or cannot sell due to geographic restrictions.
The point is, that we need to keep an eye on the location of MQL, if it is
missing or not matched, get this updated by research team and then only
forward or reject it based on business reach to its location.
@SoniaSpecialist
TERRITORY / REGION
It also, helps in assigning to the right sales representative too.
Interesting! Isn’t?

@SoniaSpecialist
EMPLOYEES IN EACH
BUSINESS SIZE
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It can make or break a lead’s quality. But before gauging the company size, we
need to analyze our own strengths and reach. Confused?
Let me clear, it may be possible that offerings are designed only for SMEs but
somehow large enterprises are attracting towards it. Well! it would sound great
because of big purse to expend, however these solutions will not fulfil their
requirements….right?
You can take any vice-versa example too.
@SoniaSpecialist
EMPLOYEE SIZE
Well…!!!employee size does matter when it comes to business!
To make things simple, Just check about the company size upfront.
It is one of the basic and required checkpoint to be updated before
passing the LEAD to sales representative.

@SoniaSpecialist
CONTACT INFORMATION
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What if you find MQL with contact number as 1111-1111?
Or
With an email address like 2016abc@xyz.com?
Do you really think anyone can have such kind of contact details?
At-least, I would never believe!
@SoniaSpecialist
CONTACT INFORMATION
It’s evident to be called as SPAM or FAKE lead. Where person must have
submitted to read or download any resource for own purpose.
Hence, it's recommended to assess the validation of the contact information
like Name, Phone & Email address with the help of market research team,
before passing it to the sales team.
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@SoniaSpecialist
REVENUE
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You may wonder……
Why knowing revenue for MQL is so important?
Rather spending time on finding revenue, we should pitch in our solutions
directly...isn’t it?
@SoniaSpecialist
REVENUE
Revenue helps the sales representative to make the most appropriate
strategy while making the sales pitch. Apart from that, they can also find
whether the MQL is good enough for any kind of cross-selling or it needs
only one solution at this moment.
So, next time, when you see this field empty, make sure to
update with the help of market research team and take a step
forward towards conversions!
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@SoniaSpecialist
Territory
Employee
Size
Contact
Information
Revenue
Budget
Decision
Maker
The Need
Time to turn down to Inside Sales Team from Market Research Team to
check and update, rest 3 checkpoints in the MAGICAL CHECKLIST!
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@SoniaSpecialist
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No doubt! It’s important asset of the CHECKLIST!
However, it may vary up on the products and services.
Of course, it is required to know if MQL has the sufficient budget
to buy products or services.
@SoniaSpecialist
BUDGET
All we need is to act SMART, sit with the sales team and understand how
much importance they give to this criteria? Whether they want to discuss
once MQL gets ready for any meeting/phone call or in the beginning itself
when MQL is moved to the engagement/ nurture programs.
We can’t just ask directly to first time visitors for the budget
insights. Keep this question in the bottom of the form, that too
by providing a drop-down of choices or get this updated by
Inside Sales Team, that's what they good at!
You would be wondering, how should we check this?
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@SoniaSpecialist
DECISION MAKER
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Let’s, just imagine a scenario
@SoniaSpecialist
DECISION MAKER
Sales rep is following with Mr. X relentlessly and hoping for some meaningful
conversion at one point of time, whereas Mr. X is nowhere authorized to take
any sort of decision!
Wouldn’t it be frustrating for sales rep or any of us?
That’s where we need to be careful and check the respective job title of MQL.
To help sales reps, all we need is to get them into right direction by connecting
with the actual decision makers with the help of Inside Sales Team, someone
like senior executives who directly works with the company’s C-suite or the
one’s having adequate power to take buying-decision.
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@SoniaSpecialist
THE NEED
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Of coz, What is meant by “THE NEED”.
Let’s try with an example, I need to buy oranges;
you have everything to offer – except the oranges.
Am I good MQL to sell?
The answer is – Of Course, NO!
Similarly, we need to get information about MQL whether it
is anywhere in need of the products or services company is
offering and how soon? If answer is yes & soon.
Perfect!! it's good time to move MQL to SQL, so sales
representative can pitch offerings.
@SoniaSpecialist
THE “NEED”
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By using this CHECKLIST,
you’ll be able to
IDENTIFY & QUALIFY
the marketing lead (MQL)
into the quality
sales prospects (SQL)
that can easily be closed
with some nurturing and
great offers!
Start following the
CHECKLIST in 2016
and begin seeing results.
Don’t use shortcut
by prematurely contacting
leads.
CHECK, UPDATE & FILTER
marketing leads into
being next sales prospect! @SoniaSpecialist
M
Q
L
S
Q
L

@SoniaSpecialist
SoniaSpecialist.branded.me
Please feel
free to reach
me out and
add value to
my learning...
Thanks for reading & do share suggestions…..

Checklist 2016 - Is MQL qualified enough to be SQL?

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Checklist 2016 - Is MQL qualified enough to be SQL?