Effective lead prioritization is key to maximizing the efficiency of your sales process. In this second part of our RevOps series, we explore the common challenges and innovative solutions that RevOps professionals employ to identify and target high-value leads.

The Challenge: Lead Prioritization and Targeting

Effectively identifying and prioritizing high-value leads proved to be a major concern for many RevOps teams.

One RevOps Lead at a Packaging Startup identified the lack of a clear Ideal Customer Profile (ICP) as a major obstacle to efficient lead targeting. He emphasized the importance of a clearly defined ICP and using this to filter and prioritize target accounts.

He also discussed tracking activities and engagement across multiple personas within an account to identify the most promising opportunities, recognizing that buying decisions often involve multiple stakeholders and that understanding engagement levels from different individuals can provide valuable insights. He described spending significant effort cleaning up their total addressable market list to ensure SDRs focus on the right accounts.

Finally, he also emphasized the need to track activities and personas across different stages of the sales process to improve targeting and engagement.

Another RevOps lead at Hospitality SaaS mentioned the difficulty of identifying key decision-makers, noting that his sales reps often engage with individuals who lack the authority to make purchasing decisions. He stressed the need to accurately identify decision-makers early in the sales process to avoid wasted effort.

He also highlighted the importance of understanding the 'number of touchpoints' within an account, such as the number of physical locations or departments using their product, to identify high-value opportunities that might otherwise be overlooked based on traditional metrics like company size or revenue.

He suggested that analyzing call transcripts could help uncover missed signals and improve qualification accuracy. He illustrated this with the example of Postillion Hotels, which, despite having only eight locations, represents a significant opportunity due to the potential number of touchpoints within each hotel.

Solutions to Lead Prioritization Challenges

RevOps professionals are tackling these lead prioritization issues with a range of targeted strategies:

• Defining an Ideal Customer Profile (ICP): A well-defined ICP helps in filtering out low-potential leads and narrowing focus on accounts that match key success indicators. It reduces wasted time and ensures SDRs have clarity on their ideal targets.
• Persona-Level Engagement Tracking: By tracking activities across multiple personas within an account, teams can identify the most engaged stakeholders, ensuring that they are not just targeting companies, but also the right people within those companies.
• Early Identification of Decision-Makers: Accurately identifying decision-makers as early as possible prevents reps from wasting valuable time with contacts who are not in a position to purchase. Tools like call transcript analysis can help identify who holds the decision-making power.
• Assessing Account Complexity via Touchpoints: Measuring an account's complexity—such as the number of departments or locations—is crucial to identifying its value. This approach provides a more nuanced understanding of potential revenue opportunities beyond traditional metrics.

Insight Summary

Identifying and prioritizing the right leads is a common struggle that can waste valuable sales resources. Establishing a well-defined ICP and leveraging insights from stakeholder engagement could significantly improve lead quality.

Looking Ahead

Lead prioritization is the gateway to ensuring that sales teams invest their time effectively. Next in our series, we'll discuss how process standardization and automation can help RevOps professionals overcome efficiency challenges and streamline workflows. For a more complete overview, be sure to check out our pillar article, which summarizes the key insights and solutions from the entire series.