An Interview with one of the "50 Most Influential Sales Lead Management Professionals":
Victor Kippes, Validar Incorporated

Company URL

Who are your mentors and why?

What is the most helpful advice you've received to improve your business?

What is the most helpful advice you can give to help others improve their businesses?

How do you give back to the professional community?

What is your favorite business book?

What's your recommendation of the 4 steps?

Which 4 basic skills or process steps do you recommend?

With regards to Sales Lead Management:

1. Identify and agree upon your Sales Ready definition.
2. Enable and encourage your respondents to tell you where they are in the buying cycle.
3. Identify you strategy with regards to each lead category.
4. Collaborate with your sales team.
   

In your opinion, the best book on marketing is:

Your reasons for choosing this book are:

What would you say to someone who asks what to do first in managing sales leads?

Sit down with your sales team and identify the definition of a sales ready lead. Establish your lead management foundation and focus on a closed loop solution that enables Marketing to measure revenue production through your marketing efforts. With this foundation in place, marketing becomes easier and more strategic specific to spend.

If someone wants to nurture sales inquiries what process would you recommend?

1) Identify the relevant stages of your products buying cycle.
2) Identify content and messaging that aligns with this stage.
3) Leverage your lead management foundation to automate this messaging. (Focus on timing!)

What steps would you suggest to measure the ROI for sales inquiries?

I believe the Key Performance Indicator you should be focused on is cost per order dollar. Make sure your lead management foundation tracks projected, pipeline and actual revenue from your campaigns.