Of course, you're looking for go-getters to be a part of your program. However, it's always a good idea to consistently engage with your partner throughout the program(s) to provide additional support and catch any challenges early. We recommend scheduling a 15-minute sync-up call at least twice a month to review lead generation and talk about follow-up actions. This will help keep the momentum throughout the program and give you insights directly from the partner that can help you make changes that will provide better outcomes.
Here are some things to cover in your sync-ups:
Campaign results
Total leads for that previous week or month
Total activities (prospect and sale follow-up)
Quality of follow-ups
What should I look for?
When reviewing the results with your partner, you should be looking for a few conversion percentages that lead your partner to better results overall. Typically, we see an average of 3-5% total close from lead to closed opportunity across the industry. The first marker to look for is the conversion rate between leads to meetings. On average, a partner should be able to convert 20% of total leads to meetings. The next marker is an average conversion ratio of 50% between meetings to opportunities. Lastly is a 50% conversion from the opportunity to a closed sale. Many factors go into achieving this ratio, but sales activities are the number one indicator that predicts success. On average, it takes between 8-12 touches to close a sale, and the campaign will contribute about 4 of those touches on average, leaving the rest to the sales process that the partner executes.
Once you have established the proper activity counts with your partner, the next puzzle piece is to ensure consistency. We recommend no more than one email per week on a global scale which your campaign will execute. However, on a smaller one-to-one scale between the sales rep and the generated lead, we recommend no more than two emails and two calls per week. We also advise that if a sales rep can not get a meaningful response or meeting set within two weeks, they should stop their follow-up and wait for that contact to interact with the global campaigns. Once that contact generates a new lead activity, you can restart your follow-up.
No Excuse Attitude
When working with your partners, it's important to listen and gather helpful feedback that can be used in the next campaign to improve results. With that being said, we must also ensure the feedback does not validate little to no sales activity or poor-quality follow-up. You are there to support your partner, but in the end, their perseverance will be the answer to the problem most of the time.
Common Excuses:
The quality of lead is bad:
Partner pre-selects prospects that meet a minimum requirement (location, size, contact type, vertical)
If they provided their list, we assume they have already done some pre-qualification to that list.
Lead activity isn't real:
Leads are only generated when a prospect clicks on an email call-to-action, downloads assets, or fills out a form.
GlassHive leverages technology to remove all robotic or “fake clicks” to ensure only humans are generating lead activities.
No one tripped and fell over the “learn more button” accidentally.
Ghost Follow-Up:
Sometimes you may want to go that extra mile for your partners and help them move the sales process along with leads. For example, you’re in a partner’s account checking on their leads, and you see that there’s a lead they accidentally left overdue for a follow-up email or an SMS text. If you want to help them with this right away, you can type out an email or text in GlassHive, select the appropriate rep for the email to be “from,” and send it out on their behalf. That’s some real teamwork.
Email Follow-up, Here is how:
Click “Send Email”
Choose an email from your templates or write it from scratch.
Choose the rep you want to send “From.”
Apply the rep’s pre-uploaded signature to close out the email. You can also choose any content you want to include in the email right from their GlassHive content library.
Lastly, send the email immediately or schedule it for a specific time.