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Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI Hardcover – June 7, 2006

4.3 out of 5 stars 39 customer reviews

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Editorial Reviews

From the Inside Flap

With the complex sale emerging as the norm in today’s business-to-business environment, it’s more challenging than ever to keep a consistent stream of qualified leads in your sales pipeline. You’ve probably lost critical hours by relying on outdated methods or spinning your wheels looking for new tactics to push the sales needle forward.

Lead Generation for the Complex Sale arms you with a sophisticated multimodal approach to generating highly profitable leads. Brian Carroll, CEO of InTouch Incorporated and expert in lead generation solutions, reveals key strategies that you can implement immediately to win new customers, accelerate growth, and improve your sales performance.

You'll start by defining your ideal leads and targeting your ideal customer. Then, you'll construct your lead generation plan, a crucial step to staying ahead of your competition long-term. To help you put your plan into action, Carroll guides you step by step to:

  • Align sales and marketing efforts to optimize the number of leads
  • Use multiple lead generation vehicles, including e-mail, referrals, public relations, speaking events, webinars, and more
  • Create value for the prospective customer throughout the buying process
  • Manage a large group of leads without feeling overwhelmed
  • Identify and prioritize your best prospects
  • Increase the percentage of leads who become profitable customers
  • Avoid lulls in the sales cycle
  • How to increases the percentage of leads who become profitable customers
  • Know how to identify and prioritize your best prospects
  • Ready yourself for what's next – new and promising tactics

With Lead Generation for the Complex Sale you'll learn how to target prospects early in the buying process and make the most efficient use of sales productivity and marketing resources. Plus, you’ll pursue and capture future opportunities for viable leads.

In a business environment where your competition is growing and your budget is inevitably shrinking, Lead Generation for the Complex Sale gives you the power to drive a fast, optimal return on your investment and keep a steady stream of new customers coming your way.

From the Back Cover

KEEP LEADS FLOWING THROUGH YOUR SALES PIPELINE!

“Leads are the lifeblood of selling. This book is the lifeblood of lead generation.”-Jeffrey J. Fox, bestselling author of Secrets of Great Rainmakers

“If you can't generate a solid flow of good leads, your sales force-and your company-will fail. In this book you'll find practical and useful tools for building your sales and marketing efforts into a powerful system to generate high-quality leads.”-Neil Rackham, author of SPIN Selling

“Read this book and take the complexities out of your lead gen activities!”-Anthony Parinello, author, .Getting to VITO, the Very Important Top Officer

“Carroll provides many ideas and lists to help companies improve, manage, and measure their lead generation performance. He does an excellent job of describing the use of the major contact tools for lead generation and nurturing.”-Philip Kotler, Ph.D., S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management/Northwestern University

Master the Three Key Elements to Generating Leads

  • Closed-loop feedback-Produces information from the sales force that can be converted to actionable tactics
  • An integrated database-Crucial for an accurate picture of return on marketing investment
  • Open dialogue-Good lead generation identifies, initiates, and nurtures relationships with the right people
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Product Details

  • Hardcover: 224 pages
  • Publisher: McGraw-Hill Education; 1 edition (June 7, 2006)
  • Language: English
  • ISBN-10: 0071458972
  • ISBN-13: 978-0071458979
  • Product Dimensions: 6.1 x 0.8 x 9.1 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (39 customer reviews)
  • Amazon Best Sellers Rank: #581,674 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover
Here's the harsh reality: In complex B2B selling situations, the traditional lead generation model is broken.

The story is all too familiar. Marketing points the finger at sales. Sales blames marketing. And in the process, the problem continues to escalate. So what happens? Executive management gets involved. And they either start scrutinizing every marketing dollar -- or worse yet, cut the marketing budget. No one wins.

As Brian Carroll points out, the only way to break this destructive cycle is to take a more holistic approach to lead generation. An approach that starts with mutually defining (by both sales, marketing and other stakeholders) what makes a lead "sales-ready." Only then can a company develop and execute a truly effective, multi-modal approach to lead generation. And only then can a company start seeing exponentially better results without a commensurate increase in effort, complexity or budget.

I've been in both sides of the fence: sales and marketing. The problem with many books on this topic is that they tend to be out of touch with the full nature of the problem. They're either written by a marketer with little street-level sales experience, or a salesperson with a poor understanding of the marketing function. Or even worse, an academic who's never been out there -- taking a beating and feeling the pressure every day.

Not so with Lead Generation for the Complex Sale. Brian Carroll takes a balanced approach to a pressing problem. He breaks it down into actionable steps any B2B organization with a complex sale can profit from.

It's full of real-world, practical information that works. And it's written by a guy who eats his own medicine every day.

Buy this book. Better yet, read it and apply the ideas. The results will surprise you.
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Format: Kindle Edition Verified Purchase
This book has some great thoughts on marketing products that have a technical and long sales cycles. The book emphasizes developing contacts at various levels in the prospect companies, about the best methods to maintain contact with prospects and about reaching the influences in the company. There is a good discussion about the interaction between sales in marketing to understand the ideal leads and to developing marketing to provide sales with a higher number of better qualified leads. Easy to read however it does use marketing and business terminology that those no in business already may need to brush up on.
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Format: Hardcover
For as long as I can remember, I have heard the assertion that "sales is a numbers game." For Brian Carroll, this means that the more qualified leads you have, the more you will sell and that is especially true of the complex sale. However, he acknowledges "unique demands" that limit the process of lead generation: fewer opportunities, commoditization is more difficult to overcome with differentiation (I'm not convinced of that, at least insofar as "big ticket" purchases are concerned), increased selling at the executive level, involving those who comprise the sphere of influence, less selling time (usually in combination with a longer sales cycle), and ROI. To these I would add that buyers are much more sophisticated in what has become a "customer-driven" sales environment. So the challenge is to initiate and then sustain lead generation for the complex sale. More specifically, Carroll, explains how to:

Build an ideal customer profile
Talk to your best customers
Build your personal prospecting engine
Develop a lead generation calendar
Act like a good financial manager
Define your goals for lead generation
Rigorously qualify
Be consistent
Develop a lead nurturing plan
Develop and maintain your own database

What Carroll provides in this book is a comprehensive, cohesive, and cost-effective program to initiate and then sustain lead generation for the complex sale.
Read more ›
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Format: Kindle Edition Verified Purchase
I recommend this book to anyone engaged in a complex sales process, anyone starting a call center, and anyone looking for nuts and bolts actionable plans and materials for selling high ticket products or services in a multi-step sales process.

Of particular use are the billeted summaries and graphics summarizing sections and giving action steps for implementation.

While much has changed in the worlds of email, webinars and SEO, making the portions of the book on lead gen using those modalities a bit out of date and less useful, the parts of the book on lead scoring, ICP (ideal customer prospect), ULD (universal lead definition, sales ready lead identification and the coordination and collaboration f marketing and sales are tremendously valuable.
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Format: Hardcover
Brian Carroll's new book, Lead Generation for the Complex Sale, is a must read if you are looking for ways to drive more and better quality leads for your sales team year round. I liked Brian's holistic approach which encompasses people, process and tool investments necesary for effective lead generation. And he even cites Elise Bauer, Pacifica Group partner, on the topic of thought leadership, a critical ingredient in delivering value in each customer communication.

I'll highlight three of Brian's contributions which I most appreciated:

* Universal lead definition - bring sales and marketing leaders together to agree on criteria for a "sales ready" lead then hold both accountable for execution.

* Multi-modal - build a portfolio of different approaches (e.g. email, web, phone calls, PR, events, direct mail, referrals, etc.) so you have a steady stream of actionable leads.

* Lead nurturing - engage prospects with relevant, timely, and enticing information from the first point of contact to contract. It's about conversations not campaigns.

If you take these three concepts (and more) that Brian talks about, you'll have a lead generation machine in place that will produce far better results from your sales and marketing efforts.

Sridhar Ramanathan

President, Pacifica Group

[...]
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