At this very moment, a tug of war between Sales and Marketing threatens conversions, productivity and morale at many sales organizations — perhaps your own, even.
Not sure this applies to you?
Consider these questions for your organization:
- Who owns what part of the sales journey?
- What constitutes a qualified lead?
- What is the logical progression of a lead-turned-buyer?
If you can’t answer these questions with utmost clarity, confidence and agreement between Marketing and Sales, you’re leaving money on the table. Lots of it.
It’s no wonder 79% of marketing leads never convert into sales.
Here’s how practices compare:
|Typical Lead Progression||Ideal Lead Progression|
|Marketing passes leads to sales.||Marketing and Sales agree on lead criteria and qualification.|
|Sales deems leads worthless, halts follow-up.||Marketing captures leads through inbound efforts.|
|Leads die on the vine without adequate nurturing.||Marketing cultivates, tracks and scores lead behavior through content marketing and metrics.|
|Marketing lacks visibility and insight into why leads aren’t converting.||Qualified leads are passed on to sales.|
|Lack of trust and disagreements abound. Blame fest ensues.||Sales calls on qualified leads, closes deals.|
|Rinse. Groan. Repeat.||Cha-ching! You’re making money, no efforts are wasted on low-quality leads, and no one wants to kill each other.|
Read on the following infographic, courtesy of MonsterConnect, to learn:
- Traits of low-conversion programs
- Spotting Marketing-Sales dysfunctions
- The right mix for high-converting, Marketing-Sales partnerships
- Who should be in charge of lead gen & nurturing
Stop the tug of war between Marketing and Sales, and make both teams winners.