What you are trying to achieve?
If marketing is going to generate meaningful, qualified leads, then you need to establish a company-wide definition of what we mean by the term: Marketing Qualified Lead.
To ensure that all leads are properly qualified, it is a good idea to develop a check list of the key characteristics that constitute a Marketing Qualified Lead.
Each item in the MQL checklist should be as indisputable as possible.
Here are a few examples that you might include in your MQL Checklist
- Decision Maker
- Right Size Company - 200 + employees
- Problem Agreed
- Concept Educated (understand what you do)
- Sales Contact Agreed
Within the StrategyMix system, we include the MQL Check List in every prospect record as shown below:
Within StrategyMix, you can use automated triggers (called Smart Responses) to "tick" each box based on a prospects' behaviour or marketing responses. This automated process should also be supplemented by manual updates from telemarketing.
MQL reporting and dashboard
StrategyMix contains MQL reports where you can easily review which MQL boxes / stages have been ticked for each prospect.
The system also provides dashboards which you can customise. The system can send you a copy of your dashboard by email on a weekly or even daily basis. One of the dashboard graphs shows how many MQLs you have generated per month.
Primary measure of marketing success
The MQL dashboard should be your No 1 key performance indicator for senior management.
Do you know how many MQLs you generated last month? Was it enough?