We will agree a grading structure for most
campaigns, either similar to the grid below, or to one of your own
choosing.
Every contact we complete – or indeed fail
to complete – will be given a grade of some form, to enable
us to track and report upon performance accurately.
We are reluctant to provide too many grades, as
this can confuse, so we do rely upon a certain level of
understanding with your own people. Invariably we will need to
change the graded outcome of some contacts, and we need your help
to streamline our understanding of what fits each grade in your own
terms.
Grades can depend upon what type of campaign this
is, but for lead generation campaigns, here is a typical
structure:
|
Grade 9
|
Fully qualified lead. Sales action required (or
possibly those requiring a meeting, or agreeing to attend at an
event)
|
|
Grade 8
|
Partially qualified lead. Client to judge on
action required. We will qualify further if passed back to
us.
|
|
Grade 7
|
Longer-term
opportunity. An opportunity that may develop with
‘nurturing’.
|
|
Grade 6
|
Request for information (qualified as well as
possible). Either you execute or we will do so for you then follow
up again if required.
|
|
Grade 5
|
‘Heads-up’
only; information of potential use but not a lead for the main
proposition
|
|
Grade 4
|
Survey completed. No
further action required. See comments for reasons.
|
Grades 3 and below are internal EUROPA grades
which we generally do not pass on to the client, but are available
for scrutiny if you wish.
1. Introduction:
