Objectives and Key Results (OKRs) play a crucial role in ensuring that only the most promising leads are prioritised for further engagement. As an organisation, you could set an objective to improve your lead qualification process by prioritising high-value opportunities. Key results, such as improved accuracy of lead qualification accuracy or reduced time to qualify leads, provide actionable metrics for assessing your performance.
Objective
Enhance lead qualification process to identify high-potential leads efficiently.
Key Results
Increase lead qualification accuracy by 25% via the implementation of standardised criteria.
Reduce lead response time by 30% by automating lead assignment.
Achieve a 20% increase in conversion rates by focusing efforts on high-quality leads.
The opportunity is in the obstacle
Inspired Business Design strongly advocates applying the theory of constraints to refine the lead qualification process. By addressing obstacles rather than dismissing them, you can accelerate and improve the lead qualification process, and thereby drive higher conversion rates.
In our experience, these obstacles tend to fall under one of the following categories:
Processes
Many companies don’t have Many organisations do not have standardised lead qualification criteria, which leads to inconsistent lead assessment.
Tools & technologies
Automated lead scoring and assignment requires specific CRM capabilities that organisations either don’t have, or don’t know how to use optimally.
Resources
Manual lead qualification relies on limited manpower, resulting in delays and inefficiencies. Staff members also require training to qualify leads correctly.
Hidden [psychological] obstacles
These are the obstacles that are often hidden from view. For example, sales teams could have a bias towards certain leads, thereby impacting fair lead assessment and qualification.