Tag Archives: Sales

What Confuses Sales? “Marketing-Qualified Leads”

24 Jan

I read a great blog post by J. David Green that emphasizes the importance of marketing and sales creating what he calls, “sales-validated leads.” Instead of marketing asking sales if the leads they passed along were qualified, they should be asking sales to “validate whether the lead is really a lead, per the definition agreed to by sales and marketing.”

He suggest that for most marketing organizations, this small change in funnel focus can make a huge difference in plugging funnel leaks.

Check out “Why the Term Marketing-Qualified Lead” Creates Serious Confusion – Part 2” to read more.

Do We Need To Get Out Of Our Prospects Way?

12 Nov

I was recently reading Adam Needles’ blog titled, Revising Our Demand Generation As B2B Marketers.  When discussing what successful demand requires he mentions “Nurturing the relationship between the buyer and the company/brand.”  He goes on to say, “Understanding that modern buyers increasingly don’t need a sales person between them and your company/brand, but yet they still need to have a relationship with you, which marketing must drive.”

I had to read this a few times, but then it clicked.  If I walk into a car dealer today I’m much more educated than my father walking into a car dealer 30 years ago.  Is it that I’m a car enthusiast or expert?  No.  It’s that technology gives buyers the ability to educate themselves well before you ever get the opportunity to speak with them about your product/service.  Articles, reviews, PR, social media, personal references, etc. are all easily accessible due to technology.

Don’t get me wrong, I believe in the value of a sales person but I do believe both marketing and sales need to take a step back and ask, “Am I getting in the way of my prospect getting to know my product/service?”  I look back at my marketing career and I can think of times where I was interfering.

My take away from Adam’s blog is that I need to find ways to place myself in my prospect’s path to finding a solution and not always interrupt their search to tell them I am the perfect solution.

What are your thoughts?