Five Steps to Build a Baseline Lead Generation System
It’s not enough for you to just learn new tactics to generate leads and close sales. You need to build the systems that help you to accomplish these tasks.
If you ask me, the main problem with having informal systems in your business is that they leave your business vulnerable. If you get sick or busy, there is no one else who knows how to do the fundamental processes that you have stored in your head. Informal systems that are locked in the minds of you and your key employees aren't scalable.
Here's five steps to take to build out your baseline lead generation system.
Step 1. If you could only do one thing to generate new leads, what would it be?
Determine the marketing tactics to focus on first. Look at all the lead-generation tactics that you've used and pick your single most important one. This will be the tactic that you will systemize first. Using sticky notes, write down the steps that you will need to follow to implement this tactic.
Step 2. Draft the process layer of how to implement the tactic.
Each sticky note should contain a single step. This is an effective way to document your process because it frees up your mind to lay out the steps and edit them as you go. Once you have the process of executing the marketing tactic, write it up into a simple step-by-step recipe. You need to be able to compare tactics to make smart decisions about where to invest your time and money.
Step 3. Create a round scorecard to track the tactic.
The key to this step is to gather relevant, objective data that will tell you how well your marketing efforts are going. What the best format is to package the critical stages of the system?
Step 4. Package the process.
You need to determine the best way to package the process that will ensure your team and business follow the steps consistently to get the results you want. When you pay close attention and track the results from your efforts, you'll start to spot opportunities to improve your system.
Step 5. Implement, track, and refine.
You and your team will continuously find ways to tweak and improve your baseline lead generation system so that you can continue to produce more and better-quality leads.
When it comes to running a successful company, it is important to remember that your business, as well as the markets you serve, are in a constant state of flux.
This means that over time you'll need to refine and redesign your systems and controls. The more you grow, the more that growth will require you to evolve your systems.
Rapid growth will continue to make increasing demands on your outdated systems. The systems that worked for a $500,000-a-year business will no longer be sufficient to cope with a $5 million company.
This is why you need to approach your systems and controls as a work in progress as you continue to scale your business. As you grow your business, your policies and controls must grow with you.