When marketing campaigns are badly disjointed

Brian Carroll lists a Sales To Do List for Lead Generation

- Develop Universal Lead Definition with marketing team
- Provide marketing target companies and
- Pass leads not active in your pipeline back to marketing
- Regularly update your database/CRM!
- Provide constructive feedback to marketing regularly on your leads
- Develop a lead nurturing plan (with marketing)
- Regular close the loop meetings with marketing

Whilst it is obviously great advice, the key buzz word he’s missed out is:

- Co-ordinate

Tonight I saw yet another disco-ordinated sales campaign generate a lead and then kill it.

Carphone Warehouse are running a telesales campaign to move people from BT to their own telephony services. They called me, I answered.

Being particularly angry at BT’s recent appallaing service for broadband, I’m happy to move to another provider overall.

However, Carphone Warehouse telesales were unable to send me any reference material when requested. After all, I would be dumb to simply sign up directly to a telesale without having properly referenced the information provided, and compare it to other options.

The lead was there for the taking, but the disjointed marketing campaign was unable to capture it because it was incapable of processing a simple user request for follow-up information.

In addition, it has also created a negative image about Carphone Warehouse. After all, a key complaint I have with BT is their inability to properly co-ordinate their various departments. And that is precisely what Carphone Warehouse have just demonstrated of themselves.