Section 6 Sales & Nurturing Strategy 6.1 Lead Generation Framework To systematically generate and manage leads, RTC needs a robust lead generation framework that covers sources, qualification, pipeline flow, and nurturing automations: Lead Sources: - Organic Leads: from inbound content (website downloads, contact form inquiries from SEO/Content, webinar sign-ups). These people voluntarily engaged due to interest. - Paid Leads: via LinkedIn ads, Google search (as described in Section 5.6). These fill forms for something (whitepaper or consultation request). - Referral/Partnership Leads: e.g., a private equity partner refers a portfolio company CFO, or a FinOps tool partner passes a client needing consulting. - Outbound/Prospecting Leads: leads from RTCs proactive efforts (e.g., BDRs identifying target companies and reaching out via email/ LinkedIn, cold calling if appropriate). - Client Referrals: existing or past satisfied clients recommending colleagues (we can encourage this with, say, a formal referral request or incentive for testimonials which indirectly leads to referrals). Lead Qualification (MQL SQL criteria): - Marketing Qualified Lead (MQL): A lead that has engaged meaningfully with marketing content and meets basic criteria: - For example, someone who downloaded a whitepaper and is from a target company size/role. - MQL criteria: Job title relevant (C-level or direct reports in finance/IT), company within target size/industry, provided corporate email (not generic Gmail ideally). - Also could include engagement score: e.g., visited multiple pages or opened multiple emails indicating interest. - Once lead scores above threshold (via marketing automation scoring), marketing passes to sales as MQL. - Sales Qualified Lead (SQL): A lead that sales has connected with and validated as having a potential need, authority, and budget timeframe (essentially a qualified opportunity or at least a strong prospect). - The sales rep (or inside sales) will contact the MQL. Through a discovery call or email exchange, theyll qualify on BANT (Budget, Authority, Need, Timeline) or similar: - Does this person have a recognized need/pain that RTC solves? - Are they a decision-maker or influencer (Authority)? (CFO or CIO themselves, or direct report actively assigned to solve cost issues). - Budget: If not explicit, at least gauge willingness to invest if ROI shown. - Timeline: Are they looking to take action in near future (this quarter, this year) or just browsing? - If criteria satisfied, rep moves them to SQL and enters as opportunity in CRM pipeline. Pipeline Flow (CRM Pipeline Stages): 1. Lead/Inquiry: new raw leads (unqualified) come in (via web form, event, etc.) captured in CRM (like Salesforce or HubSpot). 2. MQL (To be contacted): If meet MQL criteria, marketing assigns to a sales rep or inside sales (SDR). 3. Contacted: SDR/rep reaches out (via email or phone). Possibly multiple attempts. 4. Engaged (Discovery): Lead responds positively, and initial discovery call/meeting is held. This is where we gather info on their situation and pitch initial value, and qualify them. 5. SQL (Qualified Opportunity): If discovery confirms a real opportunity, mark as SQL and create an opportunity record. Now assign appropriate senior sales or consulting to develop solution. 6. Proposal/ Assessment Stage: We might do a deeper free assessment or proposal development at this stage. Our team analyzes some data (if they provided it) or scopes project and then presents proposal. 7. Negotiation: discuss pricing/terms if needed, adjust proposal as required, address any final concerns. 8. Closed-Won: contract signed, move to delivery / onboarding (then pipeline to project management/ops). 9. Closed-Lost: if they decide not to proceed (with reasons tracked e.g., budget issue, chose competitor, no longer priority). 63