Key Takeaways
Behavioral health demands outpace supply, causing stress for providers, payers and patients
Providers and payers can act independently to alleviate the issue,
or go one step further to build a partnership
Partnership includes sharing pain points, successes and data across the table and collaborating to build new, concerted solutions
Data and digital tools are key enablers
Aligning the buyer’s journey with your lead flow process
Buyer
Journey
Lead Flow
Process
Awareness Consideration Decision
MCL MQL SQL Opportunity Win
Marketing
Objective
Sales
Objective
Leads
Pipeline
Marketing
Sales
The goal is to generate as many MQLs as possible with as many campaigns as possible. The content is focused on product and feature differentiators.
In the awareness phase, sales reps reach out via outbound marketing to as many customers as possible to hopefully secure a meeting. As they move through consideration, sales meet with these buyers, not knowing if they have buying power or are ready to purchase.
High Volume, Low Quality
High Larger pipeline value with lower win rates resulting in unpredictable growth.
Due to the high volume of active campaigns, it is harder to measure the campaign's effectiveness and/or impact on buyers.
More BDRs/AEs required to generate and process opportunities with lower probability of achieving quota due to lower quality opportunities.
The goal is to be more strategic and utilize a content strategy aligned to the stages in the buyer’s journey. The content is focused on pain points or problems specific to the industry.
Optimize marketing spend to align with the buyer’s journey stages, utilizing data to adjust where needed.
Fewer BDRs/AEs are required while increasing the probability of BDRs/AEs achieving their quota.
Lower Volume, Higher Quality
Smaller pipeline value with higher win rates leading to predictable growth.
In the awareness phase, the content outreach is very targeted, enabling the reps to become trusted advisors to qualified leads. As they move through the funnel, sales will guide them through their buying process to become loyal customers.
Volume (Sales Process Focused)
Precision (Buyer Journey Focused)
Business Impact
Moving from volume to precision demand generation
