I know we live in an instant society where we expect everything we desire to come immediately. However, there are some things that we can’t rush and we still have to patiently wait on. Unfortunately one of the things we still have to wait for is a managed services sale to close. There is an average sale cycle ‘delay’ that last, from the beginning of the IT marketing process to the close of an IT sales lead, for about 3 to 4 months. This Lag time requires that the computer business correctly forecast their marketing investment to avoid huge gaps in the sales pipeline. If you want a sale now then you should have started months ago and if you know you will need sales in the next few months then there should be urgency to start your IT services marketing NOW!
If You Don’t Forecast Your Sales Cycle Correctly Then You Could Miss Huge Opportunities!
The majority of computer business owners we talk with have more business then they can deal with when we first approach them to discuss IT lead generation. In fact, the other day we spoke with an MSP in Houston who was interested in telemarketing but told us that they were too busy right now and for us to call back in about 3 months and they would be interested in talking about our marketing services. However, when that company is ready to talk about getting more leads the lag time will be almost 3 to 4 months if they made a decision that day. When you think about how there is really only 12 months in a year then if a computer consultant had just two lag times then they would have missed over 8 months of marketing opportunities?
Consider if the technology firm we talked with in Houston realized the lag time that it takes to get IT sales leads to mature into sales then they should be ready to start talking about getting more technology sales leads NOW. That is the key point we are trying to make, now matter how busy you are now you have to realize that thing might slow down in the near future and if you want to avoid those gaps in your marketing pipeline the you have to plan ahead. This means that if you are forecasting correctly then you will be laying future plans for marketing campaigns before you need them. The key is to anticipate your future managed services marketing needs and start preparing in advance.
John Black is the Marketing Director at MSP Telemarketing and has over 10 years experience marketing for IT providers and VAR marketing to help them get more IT leads that turn into IT sales.