How to Measure Potential ROI of MQLs in SaaS with Duane Dufault

07/19/23 • 8 min

Duane Dufualt emphasizes the importance of asking better form questions on lead forms in order to determine the potential ROI of leads and target higher value leads. The host suggests that simply asking for a name and email is not sufficient and does not provide enough information to assess the potential value of a lead.

To determine the potential ROI of a lead, the host recommends asking questions that are directly connected to how the business charges for its product or service. For example, if a company charges based on the number and type of features used, the form could include a question about the specific features the lead is interested in. If the company charges per seat or user, the form could include a question about the number of users the lead intends to have.

By asking these types of questions, businesses can gather valuable information about the potential value of a lead. This information can then be used to prioritize leads and determine which ones should be immediately sent to the sales team, which ones should be nurtured through marketing campaigns, and which ones can be put on hold.

[00:00:31] Inefficient lead acquisition process.

[00:04:11] Usage bands and pricing.

[00:07:10] Efficient sales process through lead forms.

If you get value from this episode, be sure to subscribe and share the episode with your friends, as we all can benefit from more positivity and leadership in today’s society.

Be sure to follow Duane Dufault on all the social platforms to get daily hits of tactical advice that you can take action on right away

[00:00:31] Inefficient lead acquisition process.

[00:04:11] Usage bands and pricing.

[00:07:10] Efficient sales process through lead forms.

If you get value from this episode, be sure to subscribe and share the episode with your friends, as we all can benefit from more positivity and leadership in today’s society.

Be sure to follow Duane Dufault on all the social platforms to get daily hits of tactical advice that you can take action on right away

Previous Episode

Sales Assembly: Empowering Sales Teams to Drive Growth in the SaaS Industry with Matt Green Part 1

This episode touches on the ongoing focus on top-of-funnel lead generation for organizations, regardless of the target audience. Matt Green acknowledges that this has been a challenge for organizations even prior to Q3 of the previous year. However, with the introduction of AI-based tools like chat and GPT, coupled with the fact that every organization now has a BDR team or equivalent, the space has become increasingly crowded.

The emphasis on top-of-funnel lead generation stems from the goal of retaining existing customers and maximizing revenue, particularly in the B2B SaaS and startup sectors. The speaker highlights that the industry is finally recognizing the importance of making informed decisions rather than simply increasing sales reps or marketing efforts without considering the conversion rate of leads.

[00:01:00] Founding Sales Assembly

[00:05:02] Community learning.

[00:08:30] Top of funnel challenges.

[00:12:40] VC versus private equity.

[00:15:07] Thinking long-term for success.

[00:18:22] Rev ops as first hire.

If you get value from this episode, be sure to subscribe and share the episode with your friends, as we all can benefit from more positivity and leadership in today’s society.

Be sure to follow Duane Dufault on all the social platforms to get daily hits of tactical advice that you can take action on right away

Next Episode

Taking Time to Unpack Data and Rebuild Strategies with Matt Green Part 2

They emphasizes the importance of always being prepared and practicing in sales. They mention that in order to perform at a high level when it counts, one must put in many hours of practice beforehand. They argue that simply showing up and practicing on the spot is not enough. Matt, believes that this mentality of continuous practice is missing in most professional situations today.

Duane Dufault mentions a quote that has stuck with them: "You're always preparing whether you like it or not." They relate this quote to sales and highlight the importance of always being ready, rather than waiting until you think you're ready. They believe that individuals who understand this concept and have a mentality of continuous practice are the ones who achieve success in sales.

Furthermore, They discusses the importance of leaders creating a coaching culture in sales organizations. They suggest that leaders should prioritize practice and training, rather than reprimanding or pushing people into training environments. They argue that this approach will create a "pull effect" where individuals are motivated to invest in their own professional development and continuously improve their skills.

[00:01:37] Conversion rates and metrics.

[00:03:23] Taking time to unpack data.

[00:07:29] Investing in human capital.

[00:10:03] Practice to performance ratio.

[00:14:52] Motivation for professional development.

[00:17:01] Creating a training environment.

[00:19:53] Building a culture of sales readiness.

If you get value from this episode, be sure to subscribe and share the episode with your friends, as we all can benefit from more positivity and leadership in today’s society.

Be sure to follow Duane Dufault on all the social platforms to get daily hits of tactical advice that you can take action on right away