In the last quarter, we grew to that to more than 1 million raw leads or inquiries -- enough to whet any sales VP's appetite. We also achieved a 25-fold increase in volume of leads further down in the pipeline, what we call "pre-BANT" (Budget, Authority, Need, Timeframe) leads. While not every lead is going to result in a sale, it enables us to understand more about prospects and their interests. In fact, the volume of leads we're now generating on a weekly basis enable us to develop pretty sophisticated models for predictive analysis and data mining. As Sun becomes part of a larger organization, this becomes a significant asset for cross-sell and up-sell capabilities.
While a lot of these techniques have been pioneered in open source and consumer marketing, we've been able to apply to them to traditional IT hardware and software sales with results that are even better than I would have expected. And there's no sign of the growth slowing down. I suspect we can grow another 10 times in both quantity and quality over the next year by refining scoring models, continuous A/B testing, applying new social media marketing techniques, and so on.
Not only has this focus on performance been rewarding, it's been a lot of fun. People in the Lifecycle Marketing team are developing new skills and pioneering best practices in a rapidly emerging field. That gives them capabilities they can continue to apply throughout their careers.
You can follow Zack Urlocker on twitter at www.twitter.com/zurlocker