Agreeing and documenting the relationship between Sales and Marketing when it comes to lead management, is at the heart of achieving a positive ROI on your marketing investments.
It is well documented that a lack of agreement on what constitutes a ‘sales-ready’ lead is often at the heart of mis-set expectations between Sales and Marketing. Without a definition of what information is needed on a lead before Sales get involved, you risk wasting marketing spend on worthless enquiries and driving a wedge between teams.
The solution to this is to agree and document how sales and marketing will work together in your company and what is expected from each. This means creating a cross-functional team, collecting data on your Ideal Customer Profile, interviewing best-performing Sales people and understanding qualification criteria.
The outcome can then be documented and turned into a Service Level Agreement (SLA) between the teams defining when a lead is created; when it is passed to Sales; how long Sales has to make contact and qualify further to create an opportunity and how that opportunity will then be worked.
B2B TechMarketing Consultants have significant experience in developing lead management processes, running workshops and documenting SLAs.
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B2B TechMarketing, has for the last 10 years, had a single-minded focus on demand-led business growth and helping you to achieve your goals by creating funnel marketing strategies that drive measurable outcomes, with meaningful KPIs.
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