Have you ever watched a partners’ dance competition? If so, you were probably amazed by how effortlessly the two partners flow across the floor, combining careful choreographed steps with their innate collaborative instincts. Either dancing alone would pale in comparison to the artistry and skill of the partnership.
Believe it or not, the best lead gen partnerships work this way, too. Recently, we analyzed some key performance metrics from this year and discovered a stunning fact: when clients take the time to build a true partnership with us, their campaigns have a 75% greater chance of long-term success.
So what does a true partnership look like? It involves expressing a constant awareness and responsiveness to what your partner is doing. And just like a dance routine, this collaboration is expressed by the repetition of certain well-coordinated techniques. That’s why we strongly urge all of our clients to do the following:
- Discuss campaign progress with the program manager on a weekly basis
- Examine weekly program reports and promptly communicate concerns or feedback
- Read BDR notes before each appointment to understand the specific concerns of the prospect
- Participate in the program launch and be available to provide insight and suggestions as the campaign moves forward
- Let their team know how their appointments are going and how many are turning into sales
When clients follow through on these best practices, they take advantage of VSA’s key differentiators: our flexibility, our responsiveness, and the expertise of our BDRs and managers. In turn, it allows us to hone our approach and strategy in order to consistently deliver the best possible results.
Just as clients’ sales reps want to be updated on how our messaging resonates with prospects, our teams we need to stay up-to-date on the developments, technology trends, regulations, and competitor offerings that are continually redefining their markets.
When those conditions are met, the resulting partnership is almost always mutually ROI-positive; in fact, most clients who truly embrace collaboration end up blowing past their sales goals, achieving levels of both long and short-term growth that may previously have seemed impossible.
Just as two talented dancers working together can create a spectacle of dizzying beauty, true lead gen partnerships can produce results that would never have been possible had either company decided to go it alone.
A great partnership goes beyond merely having someone else handle a piece of the work—as the data shows, the extra time and effort are always worth it.
So what do you think? Care to dance?