What criteria is typically used to define a qualified lead in the sales funnel? / Demand Management

  • What criteria is typically used to define a qualified lead in the sales funnel?

    What criteria is typically used to define a qualified lead in the sales funnel?

    In demand creation and demand management, the criteria typically used to define a qualified lead in the sales funnel, based on a U.S. online survey conducted in the Q4 of 2012, was:

    • 36% of respondents stated that “Budget, Authority, Need & Timeframe (BANT)” was the criteria used to determine a marketing qualified lead (MQL)
    • while 16% stated noted that a “Clear needed stated for the product or service” was the MQL criteria used
    • 14% communicated that “Authority to make a purchasing decision” was the marketing qualified lead criteria used to identify a marketing qualified lead in the sales funnel
    • 12% used the criteria of “Willingness to consider, evaluate or demo a product or service”
    • 11% stated that “Willingness to accept a phone or in-person appointment” is the criteria to confirm a marketing qualified lead
    • 7% reported that “Having a budget allocated for this type of product or service” was sufficient to signify an MQL
    • And, 4% noted that if the “Decision making time frame matches the average sales cycle” that a marketing qualified lead existed in the sales funnel

    Infographic-The-Marketers-Guide-to-B2B-Sales-Criteria-to-Determine-Marketing-Qualified-Lead

    View the Full Infographic – the Marketer’s Guide to B2B Sales >>

  • What are average conversion ratios in the sales funnel?

    The average conversion metrics in the sales funnel that were reported by respondents were as follows:

    • 7% of responses or inquiries in the sales funnel converted to a marketing qualified lead
    • 31% of marketing qualified leads in the sales funnel converted to sales qualified leads
    • 46% of sales qualified leads in the sales funnel converted to forecasted deals
    • 34% of forecasted deals in the sales funnel converted to closed won deals

    Infographic-The-Marketers-Guide-to-B2B-Sales-Conversion-Ratios-in-the-Sales-Funnel

    View the Full Infographic – the Marketer’s Guide to B2B Sales >>

    About the B2B Survey

    The online survey was conducted in the fourth quarter of 2012 with U.S. companies selling B2B.  247 completed surveys were compiled across multiple industries and revenue ranges.  Approximately, one-third of the companies included had revenue of less than $10M and one-quarter had revenues in excess of $500M.  More than half the respondents identified themselves as marketing executives (director or above), just less than a quarter were marketing managers and almost 15% were categorized as sales managers.  Approximately 55% of the companies represented were public companies.

  • What is the average selling price in B2B sales?

    When respondents to an online survey where asked, “What is the average selling price for B2B sales”, the responses resembled that of a bell curve.

    • 20% of B2B sales were reported in the $25K-50K range
    • 18% of respondents reported in the $50K-100K range
    • 15% of B2B sales were reported over $250K
    • 10% of respondents reported under $5K
    • 10% of B2B sales were reported under $5K-10K range
    • 13% of respondents reported under $10K-25K range
    • 14% of B2B sales were reported under $100-250K range

    Infographic-The-Marketers-Guide-to-B2B-Sales-Average-Sales-Price

    View the Full Infographic – the Marketer’s Guide to B2B Sales>>

    About the B2B Survey

    The online survey was conducted in the fourth quarter of 2012 with U.S. companies selling B2B.  247 completed surveys were complied across multiple industries and revenue ranges.  Approximately, one-third of the companies included had revenue of less than $10M and one-quarter had revenues in excess of $500M.  More than half the respondents identified themselves as marketing executives (director or above), just less than a quarter were marketing managers and almost 15% were categorized as sales managers.  Approximately 55% of the companies represented were public companies.

  • What sales force automation software is used to support their B2B sales process?

    When respondents were asked, what sales force automation software they used to support their B2B sales process:

    • The vast majority, 46%, stated that they used Salesforce.com.
    • The next most often mentioned sales force automation software solution was Microsoft Dynamics with 23% of respondents citing this as their SFA system
    • 17% reported using Oracle as their sales force automation system
    • 9% cited NetSuite as the sales force automation software in use to manage the sales funnel
    • 5% said they use RightNow as there pipeline management software

    Infographic-The-Marketers-Guide-to-B2B-Sales-Sales-Force-Automation-Software1

    View the Full Infographic – the Marketer’s Guide to B2B Sales >>

    About the B2B Survey

    The online survey was conducted in Q4’12 with U.S. companies selling B2B.  Almost 250 surveys were completed and compiled across multiple industries and revenue ranges.  Approximately, one-third of the companies included in the survey had revenue of less than $10M.  Approximately one-quarter had revenues in excess of $500 million dollars.  More than half the respondents identified themselves as marketing executives (director level or above). Slightly less than a quarter of survey respondents were marketing managers and almost 15% were categorized as sales managers.  Approximately 55% of the companies represented in the online survey were public companies.

  • How many steps are there in your B2B sales process

    Responses to, “How many steps are there in your B2B sales process” include:

    • Most respondents, 42%, stated that there were 1-5 steps in their companies B2B sales process.
    • 36% stated that there were 6-10 steps in their companies B2B sales process.
    • 17% stated that there were 11-15 steps in their companies B2B sales process.
    • However, 5% of respondents noted that their B2B sales process included more than 16 identifiable steps.

    View the Full Infographic – the Marketer’s Guide to B2B Sales >>

    About the B2B Survey

    The online survey was conducted with U.S. companies selling B2B in the fourth quarter of 2012.

    247 completed surveys were compiled across multiple industries and revenue ranges.

    Approximately, one-third of the companies included had revenue of less than $10M.

    One-quarter had revenues in excess of $500M.

    More than half the respondents identified themselves as marketing executives (director or above), just less than a quarter were marketing managers and almost 15% were categorized as sales managers.

    Approximately 55% of the companies represented were public companies.