Page 120 - The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million - PDFDrive.com

Selection stage (perhaps they are actively using the free trial product), they will
be passed to a salesperson.
Once your theory is in place, start funneling leads to Sales according to the
proposed plan and measure lead conversion success. If lead conversion is
remarkably low for a given buyer persona, consider moving the “pass to Sales”
threshold to the right in the matrix. Require Marketing to nurture the buyers
further before passing them to Sales. If the lead conversion is remarkably high
for a given buyer persona, consider moving the “pass to Sales” threshold to the
left in the matrix. Pass the lead to Sales sooner!
Figure 11.3 illustrates the lead conversion progress for each buyer persona in our
example.

Figure 11.3 Analyzing When to Pass Leads to Sales
In this example, this analysis is conducted at the end of Q3, based on all of the
leads generated in Q1. As a result, these leads have had sufficient time to work
themselves through the buyer journey.
Let's take a look at the Enterprise segment. A total of 1,500 new leads reached
the Problem Education stage and were immediately passed to the sales team in
Q1. By the end of Q3, 3 percent of those leads had converted to customers, for a
total of 45 customers. The average annual contract size for each of these
customers was $700,000.