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Pressure is on as HP boosts quality of leads

Pressure is on as HP boosts quality of leads

Hewlett-Packard resellers can expect to see a much greater number of quality leads passed on to them; however, they will be under more pressure to immediately act on those leads and close the business.

The computer giant is revolutionising the way it treats marketing, customer enquiries and the channel in a bid to convert a greater percentage of interested customers into real business, said Chris Greig, general manager of Hewlett-Packard's commercial channels organisation for Australia and New Zealand.

HP's marketing efforts will be now be focused on generating enquiries, rather than building the company's brand and profile, Greig said.

"Hewlett-Packard is taking greater ownership for demand generation," he said. "We are changing the way we advertise and market so the message contains a clear call to action."

Over the next couple of months, HP will be rejigging its internal systems and procedures to automate how enquiries are handled, turned into leads and eventually sales. For example, the reseller profiling that Hewlett-Packard does will now be used to automatically direct leads to the most suitable channel partner.

HP expects to have the new systems and procedures in place by April.

The result for the channel will be a greater number of quality leads that they receive from HP. According to Greig, the number of calls and enquiries the company is receiving is already ramping up dramatically.

"Six months ago we would get 4000 general enquiries per month - today we're getting 14,000," he said.

In return, though, resellers will be far more accountable for how they manage those leads.

Quick response

"We'll be expecting our partners to own the leads we hand them and to act on them very quickly. In this business you need to respond fast. If a customer expresses interest in your company and you don't do anything about it for two days, the customer feels like you don't want their business," Greig said.

"We did $750,000 worth of business last month that resulted from general telephone enquiries. If you mismanage those phone calls you don't just lose that $750,000, you lose the customer."

The new systems will enable HP to track and monitor exactly who is receiving its leads and what has been done with them.


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