🤝 B2B Sales
Leads Are Revenue: B2B Lead-to-Revenue Workshop
Leads aren’t collected, they’re defined and validated — a one-day workshop that turns leads into revenue in 7 steps: definition → target design → sourcing → enrichment → validation → conversion
⏱ Duration8 hours
🏢 FormatOn-site delivery · Customized design
👤 InstructorJohn Kim
✅ Key outcomeIn one day, you leave with ready-to-use deliverables: a lead definition, ICP canvas, 12-field schema, verification rules, and scoring criteria
In B2B, the problem isn’t a lack of leads — it’s a lack of a definition of what a lead is. Without one, marketing and sales blame each other over lead quality, 100 business cards or a purchased list get mistaken for leads, and the hard-won data never turns into revenue. This workshop rebuilds your lead operation as a 7-step system: definition → target design → sourcing → enrichment → validation → conversion. It is not a course where you listen and take home slides. In one day, you build your own company’s lead definition, ICP canvas, 12-field schema, sourcing strategy, validation rules, and scoring criteria. It is built around the B2B Buying Center and long purchase cycles, with a focused approach in which each lead is worth a great deal.
💻 Start learning this topic with an online course →Who is this course for?
Ideal for B2B marketing, sales, and business development managers, RevOps and growth managers, and practitioners who run a CRM or lead database. Especially recommended for teams with plenty of leads that don’t convert to revenue, and organizations where marketing and sales disagree over lead quality.
What will you learn?
- Define the three minimum requirements of a lead (identifiable, reachable, has a problem) and the Suspect-to-Opportunity spectrum to fit your own company
- Design a 12-field standard lead schema and an ICP (Ideal Customer Profile) to set a common baseline for sourcing, enrichment, validation, and conversion
- Build a system that converts leads into real sales opportunities with an enrichment waterfall, verification rules, lead scoring, and MQL/SQL criteria
Curriculum
Module 1: Definition: what do we call a lead?
- Three misconceptions about leads (a business card is a lead, a purchased list is a lead, a content download signals buying intent) and the three minimum requirements for a lead
- The five-stage lead spectrum (Suspect, Lead, MQL, SQL, Opportunity) and the key boundary between Suspect and Lead
- How B2B and B2C lead structures differ: the Buying Center (5–11 people), long buying cycles, a small set of high-value targets, and core KPIs
- Firmographics and the ICP (Ideal Customer Profile) — the first language for defining Target Accounts
Module 2: Target design: lead schema and field definitions
- You can’t fill a basket you haven’t built — why defining the schema comes before sourcing
- Must-Have vs. Nice-to-Have fields — keep the must-haves to five or fewer
- The 12-field standard lead schema (basics, contact, company, targeting, engagement history, lead score)
- Why the business registration number is mandatory: a unique company identifier, duplicate prevention, and the key for linking external data
Module 3: Sourcing — where to get leads
- The 5 core sourcing channels (own database, exhibitions/conferences, web forms/landing pages, purchased lists, API/scraping) and the channel mix
- Start with your own database (dormant customers, forgotten business cards and spreadsheets, past event attendees)
- The risks of purchased lists (unknown sources, stale data, legal exposure) and a legal review under Korean law (Personal Information Protection Act, Information and Communications Network Act)
- Screen leads before you load them: a sourcing checklist and pre-CRM validation
Module 4: Enrichment: how to fill in missing fields
- What is enrichment? The more blank fields, the lower the conversion rate — and invented values are worse
- The 5-step enrichment waterfall — not a single search, but a layered filter applied in order
- Priority order for Korean enrichment sources (business registry data, DART public data, Korean company databases, internal CRM, manual research)
- Three principles of enrichment quality validation (source, freshness, consistency) and how to calculate enrichment ROI
Module 5: Validation — the last gate before the pipeline
- Data accuracy validation checklist (phone, email, business registration number format and validity)
- Deduplication strategy — the same business registration number means a 100% duplicate; merge with multi-field matching
- Qualification = ICP filtering: not every lead should enter the pipeline
- Verification automation rules (validity, duplicates, score-based) and handling failed leads (hold, re-verify, permanently exclude)
Module 6: Conversion: turning verified leads into opportunities
- The 4-stage conversion pipeline (scoring, nurturing, MQL→SQL, sales handoff) and the criteria for each stage
- Lead Scoring: prioritizing with company fit plus behavior scores
- The difference between MQL and SQL (interest vs. intent to buy), confirming BANT, and nurturing leads that aren’t ready yet
- Design the sales handoff protocol, SLA, and conversion KPIs (Lead → MQL → SQL → Opportunity). See where the leaks are and the fix becomes clear
Module 7: Execution — the 30-day roadmap and what to do today
- Each step is connected, not independent — start small, then scale up
- The 3 most common execution failures (starting without a definition, trying to do everything, proceeding without measurement)
- 30-day execution roadmap (Week 1 define → Week 2 source → Week 3 enrich/verify → Week 4 prepare to convert)
- Three things to do today before you leave (write a one-line ICP, pick 5 required fields, count the leads in your own database)
Expected results / After the course
- In one day, you leave with ready-to-use deliverables: a lead definition, ICP canvas, 12-field schema, validation rules, and scoring criteria
- A predictable B2B pipeline where leads turn into revenue instead of sitting in data, plus a 30-day execution roadmap
About the instructor
John KimInstructor John Kim, author of “B2B Marketing Design” and CEO of Nanum ConsultingView profile →
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FAQ
Ideal for B2B marketing, sales, and business development managers, RevOps and growth managers, and practitioners who run a CRM or lead database. Especially recommended for teams with plenty of leads that don’t convert to revenue, and organizations where marketing and sales disagree over lead quality.
Where “B2B Marketing Strategy Workshop” and “B2B Value Proposition” focus on strategy and messaging, this course focuses on the hands-on practice of running lead data as a real pipeline (definition, schema, sourcing, enrichment, validation, conversion). It is not a lecture: participants build their own company’s deliverables in a workshop, which is the key difference.
You leave with six hands-on deliverables: a one-sentence lead definition for your company, an ICP canvas, a 12-field lead schema, sourcing channel priorities, an enrichment strategy, validation rules, and lead scoring and MQL criteria. A 30-day roadmap is included so you can start executing right away.
Yes. We adjust the schema, sourcing, and validation criteria to your industry, lead volume, and existing CRM environment. The program can run online, offline, or hybrid. Send us an inquiry and we will propose a curriculum tailored to your company.
Leads Are Revenue: B2B Lead-to-Revenue Workshop
Leads aren’t collected, they’re defined and validated — a one-day workshop that turns leads into revenue in 7 steps: definition → target design → sourcing → enrichment → validation → conversion
Training objectives
- Define the three minimum requirements of a lead (identifiable, reachable, has a problem) and the Suspect-to-Opportunity spectrum to fit your own company
- Design a 12-field standard lead schema and an ICP (Ideal Customer Profile) to set a common baseline for sourcing, enrichment, validation, and conversion
- Build a system that converts leads into real sales opportunities with an enrichment waterfall, verification rules, lead scoring, and MQL/SQL criteria
Expected results
- In one day, you leave with ready-to-use deliverables: a lead definition, ICP canvas, 12-field schema, validation rules, and scoring criteria
- A predictable B2B pipeline where leads turn into revenue instead of sitting in data, plus a 30-day execution roadmap
Curriculum
Module 1Module 1: Definition: what do we call a lead?
- Three misconceptions about leads (a business card is a lead, a purchased list is a lead, a content download signals buying intent) and the three minimum requirements for a lead
- The five-stage lead spectrum (Suspect, Lead, MQL, SQL, Opportunity) and the key boundary between Suspect and Lead
- How B2B and B2C lead structures differ: the Buying Center (5–11 people), long buying cycles, a small set of high-value targets, and core KPIs
- Firmographics and the ICP (Ideal Customer Profile) — the first language for defining Target Accounts
Module 2Module 2: Target design: lead schema and field definitions
- You can’t fill a basket you haven’t built — why defining the schema comes before sourcing
- Must-Have vs. Nice-to-Have fields — keep the must-haves to five or fewer
- The 12-field standard lead schema (basics, contact, company, targeting, engagement history, lead score)
- Why the business registration number is mandatory: a unique company identifier, duplicate prevention, and the key for linking external data
Module 3Module 3: Sourcing — where to get leads
- The 5 core sourcing channels (own database, exhibitions/conferences, web forms/landing pages, purchased lists, API/scraping) and the channel mix
- Start with your own database (dormant customers, forgotten business cards and spreadsheets, past event attendees)
- The risks of purchased lists (unknown sources, stale data, legal exposure) and a legal review under Korean law (Personal Information Protection Act, Information and Communications Network Act)
- Screen leads before you load them: a sourcing checklist and pre-CRM validation
Module 4Module 4: Enrichment: how to fill in missing fields
- What is enrichment? The more blank fields, the lower the conversion rate — and invented values are worse
- The 5-step enrichment waterfall — not a single search, but a layered filter applied in order
- Priority order for Korean enrichment sources (business registry data, DART public data, Korean company databases, internal CRM, manual research)
- Three principles of enrichment quality validation (source, freshness, consistency) and how to calculate enrichment ROI
Module 5Module 5: Validation — the last gate before the pipeline
- Data accuracy validation checklist (phone, email, business registration number format and validity)
- Deduplication strategy — the same business registration number means a 100% duplicate; merge with multi-field matching
- Qualification = ICP filtering: not every lead should enter the pipeline
- Verification automation rules (validity, duplicates, score-based) and handling failed leads (hold, re-verify, permanently exclude)
Module 6Module 6: Conversion: turning verified leads into opportunities
- The 4-stage conversion pipeline (scoring, nurturing, MQL→SQL, sales handoff) and the criteria for each stage
- Lead Scoring: prioritizing with company fit plus behavior scores
- The difference between MQL and SQL (interest vs. intent to buy), confirming BANT, and nurturing leads that aren’t ready yet
- Design the sales handoff protocol, SLA, and conversion KPIs (Lead → MQL → SQL → Opportunity). See where the leaks are and the fix becomes clear
Module 7Module 7: Execution — the 30-day roadmap and what to do today
- Each step is connected, not independent — start small, then scale up
- The 3 most common execution failures (starting without a definition, trying to do everything, proceeding without measurement)
- 30-day execution roadmap (Week 1 define → Week 2 source → Week 3 enrich/verify → Week 4 prepare to convert)
- Three things to do today before you leave (write a one-line ICP, pick 5 required fields, count the leads in your own database)
About the instructor
John Kim, Lead Instructor
10 years in industry · 15 years teaching (3,000+ lectures)
Education
· MBA (advanced major: Marketing), Korea University Graduate School of Business (graduated)
· Sungkyunkwan University Consultant Program (completed)
· Sogang University Graduate School of Business, Short-Term MBA (completed)
· Seoul National University Lifelong Education Instructor Development Program (completed)
· Chung-Ang University, B.A. in English Language and Literature (graduated)
Experience
· Current: CEO, Nanum Consulting
· Formerly at Hyosung Corp., Daeduck Electronics and Shinhan Diamond: overseas assignments and strategic planning (10+ years)
· Current partner instructor, Expert Consulting
· Current: Partner instructor, PSI Consulting
· (Current) Partner instructor, Korea SMEs and Startups Agency and SME Training Institute
Credentials and publications
· Certified consultant
· Certified teacher
· Completed official IDEO Design Thinking training
· B2B Marketing Design (1 Apr 2025)
· The Chinese Diamond Tool Market: Present and Future (co-authored, Korea Tool Association)
· Battles That Changed History and Innovative Weapons (in progress)