As you read in my first post on this topic, you first need to identify all of the breakpoints in your lead process before you can start tweaking them. Let’s take a look at some of the things you can do at each breakpoint to increase velocity. I have included the image from my previous post for reference.
First, the one document every organization needs that will have the greatest impact on velocity is a Service Level Agreement (SLA) between marketing and sales. The SLA will contain a lot of things but one of the most important is putting time constraints around each transition. As a start, you could take your average sales cycle from inquiry to close (I like to use 80% of closed won deals to weed out the outliers) and establish your SLA around that time frame. In the diagram above, you see a sales cycle of around 23 days. Knowing this, you can estimate times at each break point while ensuring the total duration never exceeds 23 days.
Once you have a framework of times to work towards, you can look at different tactical options to get you there and improve. Below are a few examples:
I would love to hear some more ways you tweak velocity at your organization.
In my final post, I will talk about some of the ways you can measure velocity.