You’re probably thinking to yourself, what do the power struggles of Westeros have to do with my lead routing? The truth is… it doesn’t.
But when a television show stinks, it loses viewers. When your lead routing stinks, you lose revenue.
If Cersei Lannister ran a business, she’d say, “When you play the game of leads, you convert or you die.”
Here are 3 ways your lead routing process and Thrones Season 8 suffer from the same problems.
Because you better believe that if Tywin Lannister’s business opportunities were ruined by a fixable problem, someone is losing their head.
Problem #1: Waited Too Long
Fans were understandably irate when HBO announced in 2018 that Season 8 was going to be delayed, leading to almost a two-year waiting period between seasons.
Routing lag has the same effect on your sales reps. Nothing infuriates a sales team more than not being assigned the right leads and accounts in a timely fashion. And we all know that sales can be like Joffrey Baratheon.
When you have a bad or non-existent lead routing process, you are just asking for delays in your routing queue. Slow follow-up causes low conversion rates, it’s that simple.
How to fix it: Carefully analyze your lead routing flowcharts and decision trees; then, build out your routing process so all situations are accounted for. Audit these workflows at least once a quarter to handle issues of changing account ownership, people leaving/changing roles, etc.
Problem #2: Holes in the Plot/Data
One of the biggest fan complaints from Season 8 is the plot holes (I won’t go into specifics to avoid spoilers). While your lead routing certainly doesn’t suffer from plot holes, it suffers from another kind of hole: holes in your lead information.
Lacking the data points necessary for your assignment rules is the quickest way to miss highly qualified leads.
A decision-maker who fits your ICP, MQL and SQL may not trigger a lead alert if you don’t have the data points to demographically or behaviorally score them. Segmentation and routing rules based on industry, territory, job level, etc. are all meaningless with holes in the lead information.
Game of Thrones dropped in quality when the plot surpassed the books and the showrunners ran out of source material. Similarly, your lead routing process cannot function properly without comprehensive, quality data as the source material.
You can have the most bulletproof lead routing logic and the most flexible routing technology, but if the data has holes in it, all bets are off.
How to fix it: Cleaning and enriching your data before the routing process gets triggered is the best way to fill in missing lead information.
Problem #3: Characters/Leads Disappearing
One major gripe that many fans have about this season are the characters that seem to have gotten lost in the shuffle. With huge battles and plotlines wrapping up, several major players from the first 7 seasons have gotten little screen time or have even gone missing (remember Daario Naharis, Ellaria Sand, Meera Reed, and Yara Greyjoy?).
Dirty data can cause leads to just disappear to the back of the queue. This is due to a number of factors including typos, missing information, data inconsistencies, duplicate data, inactive lead ownership, and leads not linked to accounts/campaigns. Disappearing leads, arguably worse than lag, is the absolute worst case scenario for inbound leads.
How to fix it: Implement a lead recovery strategy for existing leads that have been lost or forgotten. Then, going forward, take precaution to limit the harmful effects of dirty data. Cleaning, enriching, and standardizing your data before routing helps keep leads from disappearing and in the right order in your queue.
Optimal routing occurs when routing is part of a larger data sequence of processes that work in synergy. Many organizations have implemented processes like deduplication, normalization, validation, segmentation, scoring, lead to account linking, and data append, but they all operate in separate silos. This lack of product synergy not only hurts lead routing, but it disrupts workflows, slows sales engagement time, and ultimately hurts revenue attainment.
RingLead Route combines all of these processes into a unified robust solution, solving the challenge of disparate and disjointed processes. See how RingLead can transform your routing strategy and help you increase conversion rates while simplifying the way you manage your data.