Lead Questionnaire/Checklist

by George Duncan

The following Lead/Inquiry Questionnaire/Checklist is designed to help you organize your thinking and direct planning for a more effective lead generation and database marketing program. It will help to alert you to information that you do not yet have and/or serve as a catalyst for the more effective use of information you do have.

It is also an effective starting point for lead generation planning for your advertising or marketing agency.

Name______________________________________________________

Title_______________________________________________________

Company___________________________________________________

Address____________________________________________________

Phone (_____)_____________Ext_____ Fax (____)_________________

E-mail:____________________________ URL:____________________

Description of Product/Service:
Price point.

Avg.sale:

Initial sale:
Average timeframe, contact to initial sale:
Title and function of Primary Purchase Decision-Maker:
Titles and functions of other purchase influencers:
How large do you estimate your universe to be?
How many inquiries can you effectively follow up in a week?

In a month?
What are your main sources of leads right now?
Who in your company closes the sale?
How many sales/installations to date?
How large is your house list?

How is it maintained?
Do you have or can you get favorable Case Studies?

Testimonials?

Customer recommendations?
What outside lists have you used successfully?

Unsuccessfully?
What other media have you used successfully?

Unsuccessfully?
Do you have an Internet Presence?

[   ] Yes URL:

[   ] No

Do you plan one soon?

[   ]Yes

[   ]No
What is your current cost-per-lead?

Cost-per-sale?
Lifetime value of a customer?
Do you market through vertical channels?

Name them:
If not, can the product/service be "verticalized?"
What marketing support do you get from other sources?
Do you have a defined marketing budget?

[ ] Yes

[ ] No
If yes, what are the amounts for the next 4 quarters?
Do you have a written Marketing Plan?

[ ] Yes

[ ] No
What are your immediate objectives?
Timetable:
Long term objectives:
Timetable:
Who are your primary competitors?
What are they doing that's worth noting?
Do you have a file of their advertising/promotion?
(Please attach)
Have you done any market research?
Provide details and findings.

[ ] Enclosed

[ ] To come
Provide samples of your adv/promotion to date.

[ ] Enclosed

[ ] To come
What is your agency's specific role in market planning?

In advertising creation and execution?
What's your next step?

Timeframe:
Second task & timeframe:
Additional comments and input: