Frequently Asked Questions

What does INBOUND mean?

Inbound refers to activities that PULL potential customers and opportunities to you. In general, this is measured by website activities. This could include people who download a content piece (such as a white paper), or who fill out a contact page, or register for an event you are hosting. This is all accomplished through digital strategies that include social media, content creation, blogging, and more.  The goal is to be found by people searching – thereby pulling them IN to you.

What does OUTBOUND mean?

Outbound refers to an activity in which you reach OUT to a prospect. This includes phone calls, email invitations, trade show activities, and more. This is often viewed as the traditional method of doing things- but with the knowledge we gain from INBOUND activities, our OUTBOUND activities are much more engaging and timely which produces better results.


Acadia has trademarked the term OMNIBOUND®. It is our 3-step process that we deploy to provide organizations with fully aligned people, processes, and technology systems that are repeatable, scalable, and drive business. We start with an in-depth assessment of your client facing teams (sales, marketing, customer service) and their functions. Next, we align how they work together to engage and retain clients. Lastly, we refine your new systems to keep your business running efficiently.  Our industrial clients are well versed in creating Standard Operation Procedures (SOPs) for their operations.  Why not do the same for sales and marketing? Omnibound® is our process to get you there.

How do I document my CRM processes and procedures?

Creating procedures for CRM users is a complex task. Start by writing an overview of why you are using the CRM and how it applies to your organization’s goals and objectives. This is unique to each organization…

CRMs are powerful tools and so much more than just a database of contacts. When coupled with a marketing automation tool it can become a knowledge base of clients and potential clients. For these two systems to work together seamlessly, every user must understand the importance of the data they are adding and aware of the properties that should be included in each record. By setting these standards, you are better able to recognize opportunities and sell more effectively.

Take time to list the individual procedures you will need to write.  The best way to do this is to categorize them under headings.  For example – you may have accounts- this may include Creating an account, maintaining an account, etc. 

It is a best practice to put a CRM Center of Excellence (CoE) in place to monitor and review all procedures on a regular basis- as THEY WILL CHANGE over time.  The CoE is a committee – who is responsible for creating accountability for making sure all things CRM are addressed and managed.  

How do I calculate the number of leads I need to achieve my sales goals?

ROI will be defined at the start of the campaign with each client. Leads are the ultimate objective, but if there are other challenges, such as poor data, we work with you to determine a strategy that will help you reach your goals.

However, we can calculate ROI if we know the following information:

  • What is your conversion rate on a marketing lead?
  • What is your conversion rate on a sales lead?
  • What is your average sale worth?
  • What is your goal for new sales?

Example:  For every 10 marketing leads, let’s say you get 2 sales opportunities, and for every 2 sales opportunities you get 1 sale. Your average sale is worth $10,000.  That means if you want to increase your sales by $100,000 you need 10 new sales. So, you’ll need 20 new sales leads which ultimately requires 200 marketing leads. Is that achievable? What are you doing now- and what can we do to increase your lead rates? This is where the numbers tell the story. Once we have facts- ROI is very easy to calculate.

How does a lead generation program work?

A successful lead generation program is carefully planned and executed and will include the following fundamentals. 

  1. Define and document the target companies and the people, or roles, in those organizations that are necessary to connect with.
  2. Review your data and determine if it needs to be updated or augmented.
  3. Identify segments of the list(s) to ensuring the right literature/conversation happens with the contacts. Segmentation may be based on industry, role, client status (past or new), or type of product/service required.
  4. Create the value proposition for the campaign- how can you help the potential clients solve a problem?
  5. Create any content required- including email formats.
  6. Define what a qualified lead is for the campaign
  7. Define the process by which the lead will be followed up with and the handoff procedure
  8. Pilot the program. Stop -Measure -Review- Refine This is a process!

We have found that clients may get caught up in one step and not proceed because they can’t decide on the list or value proposition. We advise to move ahead, as you will learn more from acting.

Are lead generation campaigns effective?

Lead generation campaigns provide leads, knowledge, proof of concept, clean data and segmentation, market feedback, and more. If done well, there is much to be learned that will improve marketing and sales activities. If you focus only on leads you often miss the most important details and this why you are NOT only getting leads. This information is critical to understanding how to get more leads.

What results can be expected from an outbound lead generation campaign?

Acadia has been tracking lead generation campaigns for over 20 years.  The data we have collected in the technical and industrial space has been verified time and time again. 

A telephonic lead generation campaign – with no digital nurturing will produce the following results:

  • 11% conversation to touch
  • 2% SQL (Sales Qualified Lead)
  • 23% MQL (Marketing Qualified Lead)

A telephonic lead generation campaign – with digital nurturing will produce the following results:

  • 16% conversation to touch
  • 0% SQL (Sales Qualified Lead)
  • 33% MQL (Marketing Qualified Lead)

What if I am unsure about my data quality?

You are NOT alone! We perform list audits and identify where you may need to clean, augment, or segment. We know this can be a daunting task, but we take on the heavy lifting by refreshing and cleaning list information that is missing or old. With regards to segmentation we will collaborate with you to determine how we can segment effectively. This is vital to success with any sales/marketing outreach. 

How do I trust you will do the right thing?

Lead Generation can have a poor reputation based on unethical practices or undefined objectives. Any organization that has been successful providing lead generation for over 20 years is certainly trust worthy- or they would not be in business.  The greater issue is making sure that our goals are aligned- identifying the process, responsibilities, and KPIs to measure results on a consistent basis so that the client understands the results they are getting and reasons behind them.

Who works on my program?

We have a team of 4-5 on any project. We understand that there are several sales and marketing skills needed to be successful. As a result, we have a team for data, content writing, calling and research, digital specialists, and account management. 

We have sales and marketing people- why should we hire you?

Salespeople are supposed to be doing just that- SELLING- not prospecting. Prospecting takes a great deal of time- time that sales should spend on face-to-face time with clients. Our team feeds your sales team with detailed qualified opportunities. All interaction and intelligence we have gathered are passed to your team for actionable follow-up. We keep sales selling.

In addition, we are often hired by marketing as a resource for the skills they may not have in house.