Every lead you have, whether they've shown interest or not, is a lead that you've paid for. Whether you spent money on an ad to generate them, or you paid reps to find and research them, or you bought tickets to an event to meet them. Optimizing your lead qualification and routing is a practice that not only helps increase ROI on these leads going forward, but it can be applied to all of those contacts you've already spent money on.

In this episode of The RevOps Corner, our host Eddie Reynolds is joined by Mallory Lee, SVP of RevOps Strategy at Union Square Consulting, to discuss lead qualification and routing strategies that help B2B SaaS companies get more out of every lead they earn – even the ones who seem like a bad fit.

They explore common issues with the existing MQL process and share insights from their popular newsletter on how to improve lead qualification, reduce acquisition costs, and enhance sales and marketing alignment.

The conversation touches on account-based scoring, the importance of high-intent leads, and methods to separate and prioritize leads effectively. Mallory and Eddie also highlight the significance of defining and refining ICPs and buyer personas and the need for continuous iteration in lead management processes.

Near the end of the podcast, Eddie gives you an exercise you can do today to get you on the path to optimizing your lead scoring process faster than you think.

00:00 Introduction

00:51 Today's Focus: Lead Qualification and Routing

01:25 The Problem with MQLs

02:16 Marketing vs. Sales Perspective

03:26 Effective Lead Conversion Strategies

05:58 Inbound vs. Outbound: A Balancing Act

11:19 The Purpose of Your ICP Definition

11:15 Prioritizing High Intent Leads

22:49 Optimizing Sales and Marketing Alignment

24:07 Incentivizing Marketing: A Different Approach

24:35 The Importance of Revenue Focus in Marketing

25:44 Defining ICP and Personas: Going Beyond Basics

27:46 Challenges in Targeting and Resource Allocation

31:10 The Role of RevOps and Sales in Account Research

34:16 Lead and Account Scoring: A Holistic Approach

37:55 How Lead Scoring Allows Strategic Planning

40:18 Lead Qualification Exercise

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How to Improve Lead Qualification and Routing with Mallory Lee

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