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#104 - Your Lead Scoring Model is Wrong with Kenny Lee (Part 2)
In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Armando Biondi and Kenny Lee, VP Revenue Marketing at Seismic, discuss the importance of a sophisticated scoring engine for high-performance in a company. They explore how many companies overlook the significance of such systems and opt for simple scoring models. Kenny shares his experience working in companies that lacked product-market fit and were ahead of market maturity, which required a more proactive approach to generate demand.
They delve into the negotiation and alignment aspect of scoring systems, emphasizing the need for careful and empathetic communication among teams. Kenny highlights the importance of proper qualification questions to get the sales pipeline on 3rd base, ready to close deals. The conversation also touches on the role of measuring success in revenue marketing, with a focus on reducing marketing to sales handoff percentages and ensuring effective pipeline conversion.
HIGHLIGHT QUOTES
Pulling the Market Forward: The Power of Proactive Demand Generation - Kenny Lee: "I have been, I jokingly say, fortunate to work at some companies that didn't have product market fit, was not a leader in its space, right? We have to, we were selling a product that was or a solution that was way ahead of market maturity. And so, you know, you can't wait for the phone to ring and look at harvest that demand. I think traditional demand models where you have that sausage factory or baton handoff works when everyone's in a buying mood, everyone's got money, they want to test and iterate when I was working in companies that didn't have that recognition, you have to pull the market forward that no one's answering your phone, no one's buying."
From Anecdotes to Data: The Value of a Closed Loop Model - Kenny Lee: "The other thing that I'll tell you as an insight, uh, Armando, that we learned was that in this process, right? Old school mentality was, hey, marketing's not doing their job or inside sales is dropping the ball, you know, in this process where we all agreed on the handoff stages, what it would look like sales going through their process, we actually learned that a lot of it was product shortcomings, right? And we're not pointing fingers. We're just saying, look, okay. We're losing customers at stage 2 because there are product gaps. And here's the data that tells us that."
You can find out more about Kenny in the link below:
- LinkedIn: https://www.linkedin.com/in/kennykhlee/overlay/photo/
HOST: Armando Biondi
GUEST: Kenny Lee
Breadcrumbs Podcast
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By Gary Amaral
5
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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Armando Biondi and Kenny Lee, VP Revenue Marketing at Seismic, discuss the importance of a sophisticated scoring engine for high-performance in a company. They explore how many companies overlook the significance of such systems and opt for simple scoring models. Kenny shares his experience working in companies that lacked product-market fit and were ahead of market maturity, which required a more proactive approach to generate demand.
They delve into the negotiation and alignment aspect of scoring systems, emphasizing the need for careful and empathetic communication among teams. Kenny highlights the importance of proper qualification questions to get the sales pipeline on 3rd base, ready to close deals. The conversation also touches on the role of measuring success in revenue marketing, with a focus on reducing marketing to sales handoff percentages and ensuring effective pipeline conversion.
HIGHLIGHT QUOTES
Pulling the Market Forward: The Power of Proactive Demand Generation - Kenny Lee: "I have been, I jokingly say, fortunate to work at some companies that didn't have product market fit, was not a leader in its space, right? We have to, we were selling a product that was or a solution that was way ahead of market maturity. And so, you know, you can't wait for the phone to ring and look at harvest that demand. I think traditional demand models where you have that sausage factory or baton handoff works when everyone's in a buying mood, everyone's got money, they want to test and iterate when I was working in companies that didn't have that recognition, you have to pull the market forward that no one's answering your phone, no one's buying."
From Anecdotes to Data: The Value of a Closed Loop Model - Kenny Lee: "The other thing that I'll tell you as an insight, uh, Armando, that we learned was that in this process, right? Old school mentality was, hey, marketing's not doing their job or inside sales is dropping the ball, you know, in this process where we all agreed on the handoff stages, what it would look like sales going through their process, we actually learned that a lot of it was product shortcomings, right? And we're not pointing fingers. We're just saying, look, okay. We're losing customers at stage 2 because there are product gaps. And here's the data that tells us that."
You can find out more about Kenny in the link below:
- LinkedIn: https://www.linkedin.com/in/kennykhlee/overlay/photo/
HOST: Armando Biondi
GUEST: Kenny Lee
Breadcrumbs Podcast