B2B companies need a systematic approach to lead generation, yet, I’m constantly surprised to find that most do not have one. Michael Webb, President of Sales Performance Consultants, and I met a few years back when I began writing my book and he was working on his.
Over time, we came to realize that our approaches to designing and implementing lead generation process were complimentary. Michael uses the Kaizen approach, which is a method of driving improvements based on evidence and data, and for establishing a system that continuously improves results.
I was recently interviewed by Michael for an article: “Using Kaizen to Improve Your Lead Generation Results in 90 Days or Less.” In the article, Michael and I look at the problems with lead generation and share research conducted that addresses these challenges along with the following topics:
- Collaboration: lead generation and sales Kaizen
- Creating information offers to generate leads
- Developing content for lead generation campaigns
- How to organize a fast attack on lead generation problems
- Five steps to lead generation success
Read Using Kaizen to Improve Your Lead Generation Results in 90 Days or Less
Here's a quick summary of Michael Webb's Kaizen approach:
- Define and measure the undesirable results
- Identify the cause of those undesirable results
- Devise improvements that addresses the causes.
- Pilot that improvement to prove that it works.
- Incorporate the new process in to the management system.
- Drive to continuously improve the results of the new process.