Lead Qualification Management Workshop


For our upcoming workshop in July, OpenView will be hosting a roundtable for portfolio Lead Qualification Managers.

The lead qualification function (i.e.. outbound prospecting, lead generation, business development) has become an increasingly important role within OpenView’s portfolio companies’ sales organizations, helping to build stronger pipelines and create a greater brand awareness within highly-targeted segments.

This workshop will serve as an opportunity for the Lead Qualification managers to meet with their peers who are likely facing similar challenges, and share best practices with one another to improve the overall effectiveness of their teams.


Day 1 – Wednesday, 07/18/2012

8:00am – 8:30am

Continental Breakfast

8:30am – 9:15am

Kickoff – Intros & Goals

9:15am – 10:30am

Filling the Funnel and Driving Demand (Lead: John Barrows, Kensei Partners)
                      • The Science and Art of Outbound Prospecting
                      • Your Outbound Prospecting Equation: Determining Baseline Metrics
                      • Identifying Lead Quality and Interest Characteristics
                      • The WYWYN e-mail technique
                      • Q&A with John

10:30am – 10:45am


10:45am – 12:00pm

Leadership and Management Techniques (Lead: Aaron Ross, Marylou Tyler, co-authors of Predictable Revenue via Skype)
          • 5 Benchmarks of World-Class Outbound Teams
          • 3 Fatal Outbound Management Mistakes
          • Increase Results & Motivation by Designing Self-Managing Teams
          • Q&A

12:00pm – 1:00pm


1:00pm – 2:30pm

Sales Playbook Creation (Lead: Trish Bertuzzi, The Bridge Group)
          • What is a playbook?
          • Why is it important?
          • Who should own the creation of it?
          • What should it include?
          • How should it be applied/used?

2:30pm – 4:00pm

Sales Automation Tool Best Practices (Lead: Matt Bertuzzi, The Bridge Group and Ori Yankelev, OpenView Labs)
        • Using Leads vs. Accounts/Contacts
        • Tracking Productivity
        • Tracking Messaging
        • Tracking Process

Technologies/Tools to Improve Efficiency and Effectiveness (Lead: Matt Bertuzzi)
              • Top 5 Free Technologies
              • Top 5 Paid Technologies
              • Marketing Automation Tools

4:00pm – 5:15pm

Gathering Targeted Lead Lists and Analyzing Data (Lead: Nicholas Petri, OpenView Labs)
                    • How OpenView’s Research and Analytics Team Operates
                    • Research best practices
                    • Learning from your data analysis to improve research processes

Day 2 – Thursday, 07/19/2012

8:30am – 9:15am

Continental Breakfast Working Session: Recruiting Best Practices (Lead: Kevin Gaither, uSamp and Diana Martz, OpenView Labs)
              • Where to find top talent
              • Top candidate profiles
              • Interviewing tips
              • Interview processes best practices
              • Compensating your outbound prospectors

9:15am – 10:00am

Campaign Asset Package Creation (Lead: Devon McDonald, OpenView Labs)
          • What is an asset package/why is it important?
          • What should an asset package include?
          • Who should be responsible for it?
          • How should it be used?

10:00am – 10:15am


10:15am – 11:30am

Aligning with Marketing to Improve Front of Funnel Conversion Rates (Lead: Mike Volpe, Hubspot)

11:30am – 12:00pm

Workshop Wrap Up and Takeaways