What is lead distribution?
In the world of partnerships, lead distribution is the process of assigning potential customers, or leads, to your partners. Your primary goal is to ensure that all leads are evenly and strategically shared so that your partners can turn them into sales efficiently.
If you’re a fintech company, for instance, you could distribute leads based on your partners’ expertise, geographic location, or capacity. This way, a partner specializing in small business solutions would get leads from smaller finance firms, while a partner with expertise in larger financial markets would get those.
When considering lead distribution, remember that:
- It should be automated: Whenever possible, remove manual and error-prone processes from your lead distribution processes to ensure fairness and efficiency.
- It’s a balancing act: You want to ensure all partners get a fair share of leads but also consider their capacity to manage those leads effectively.
- It’s strategic: Distribution should consider the strengths and specializations of your partners. This way, each lead is given the best chance of converting into a sale.
- It’s data-driven: Good lead distribution relies on tracking and analyzing lead data to understand which partners can best convert specific types of leads, and how to improve your processes over time.
Done right, effective lead distribution can strengthen your partnerships and boost your indirect sales. It ensures that each lead is matched with the partner most likely to turn it into a win, maximizing your overall sales performance.