MarketingSherpa’s “Lead Generation: How to empower your program like Siemens Healthcare” webinar replay is available.

MarketingSherpa team says, “Debbie Pryer, Program Manager, Siemens Healthcare, is responsible for lead generation and management for more than 1,500 end users. In the healthcare segment of Siemens, service engineers are out in the field interacting directly with customers to repair medical equipment. Pryer’s big challenge when she came to Siemens was to align Service and Sales after a lead gen program was generating too many leads with a high rejection rate, creating distrust between the two departments.

Service engineers are looked to as trusted advisers for customers, so having them submit leads on an external website seemed like a great approach to generate leads.

With a monetary incentive for when Sales qualified the lead, the system seemed to be working until the number of leads skyrocketed to 12,000 after the lead incentive program was released to thousands of employees. Along with that, 65% of the leads were rejected, so while the program was generating leads, they were not high quality leads.

Pryer developed a plan to build back the trust between Service and Sales that had deteriorated, especially after a service level agreement was implemented for Service to only receive the monetary incentive after a certain number of leads were approved by Sales.

Watch this webinar replay, recorded on the stage at Lead Gen Summit 2013 in San Francisco, to learn Pryer’s approach with steps including:

  • Auditing the situation and discovering where the problems are
  • Program and process development of aligning complex systems
  • Change management and behavior redirection”.

‘Lead Generation: How to empower your program like Siemens Healthcare’ Webinar Replay

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