February 16

Lead generation modality map for complex sales

Lead Generation


I asked InTouch client, Cheryl Hatlevig of Adesso Systems, to share her philosophy on doing lead generation for the complex sale.  She has a brilliant perspective that I wanted to share.

“I look at our lead generation efforts, specifically in this economy, as a financial portfolio. If I can’t measure the tactics or programs in terms on return on invest to the organization…leads generated, business closed, opportunities in the funnel, then why should I expect the company to invest in my fund.”

I agree her completely – lead generation for the complex sale requires a holistic, disciplined and multi-modal approach.

A while back, I did some brainstorming for my forthcoming book, Start With A Lead: Lead Generation Strategies for the Complex Sale, I mapped out some of the main lead generation modalities.

Here’s the lead generation modality mindmap that I came up with. (Click image to enlarge)


Are there any tactics/modalities that I’m missing?


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About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. This is good to always keep fresh and come back to time and time again. Many of us get stuck in the proverbial “prospecting rut”. It’s important to try all of the various modalities, measure results, do what works and continually come back and re-try. What didn’t work last year just may work this year based on a number of factors … moving marketplace levers.

    Thanks for this!!!

  2. Brian,
    Great map. It’s probably obvious, but I thought I’d add it anyway. The people will ultimately make the modalities successful. I’d guess you have a chapter in your upcomong book about the key role of talent in lead generation.

    Great work.

  3. Great map Brian,

    Could you please send send me the original mindmap file??

    I will then add to and ‘gently’ rearrange to give another view and re-send to you.


  4. Great question Jim. You know it depends on the way Blogs are read by your visitors.

    I view lead nurturing as an on-going and relevant push communication and blogs as pull communication – except when readers are using RSS to subscribe – then it could move into the lead nurturing category. Does that make sense?

    BTW – Have you seen any recent reports on the number of people who use RSS to read blogs verses those who don’t?


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