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For many sales organizations, lead generation is the place where sales and marketing combine and too often, collide. If your organization is trying to get more mileage out of your B2B lead generation efforts, it might help to take a fresh look at where your “marketing” activities stop, and where your “sales” activities begin. According to a recent survey by MarketingSherpa, many companies are missing opportunities to better qualify their B2B sales leads, better understand the unique pain and problems that their prospects are facing, and create better-qualified appointment setting opportunities. Unless your organization is clarifying the expectations for both your marketing and sales teams, it is possible that no one is taking responsibility for these essential aspects of lead generation.
As we’ve seen hundreds of times working for clients over the years, if your company is simply pouring more sales leads into the funnel, but without any proven process for filtering out the sales leads, you’re wasting resources, wasting time and missing out on big sales opportunities. Here are three worrisome signs that your company is “dropping the baton” during the lead generation hand-off between marketing and sales. Contact Strategic Sales & Marketing for a free quick quote or a free, no obligation Test Drive of our lead generation services. Also within the webinar, they explain some good stats on why companies should align Sales and Marketing.
Yes competitiveness in the gaming console and gaming industry at significant is very fierce. At this moment I am going away to do my breakfast, after having my breakfast coming again to read other news.
Hi there, the whole thing is going perfectly here and ofcourse every one is sharing data, that’s truly good, keep up writing. Hi, There’s no doubt that your blog could possibly be having web browser compatibility problems. Everyone knows that a lot of people are on LinkedIn, and everyone thinks it is easy to find them.
Of course, a large number of LinkedIn members are only scratching the surface when using the simple search. But the majority of LinkedIn members have never heard of Boolean searches, just like the ones you could use with Google and other search engines.
Let’s assume my goal is to find sales and marketing managers of London based companies.
You could argue that it is easy to find sales and marketing managers by just typing in these words in the search. This means that by inserting the word AND (in capitals, a space before and after), we see fewer results. If there’s one consistent misunderstanding that I encounter in business, it’s that people don’t differentiate between marketing and sales within an organization. There are many functions in these operations that these basic definitions seem to gloss over, but I feel these capture the over-arching goals of the two roles within the company. Now that we have some basic definitions in place, let’s discuss the distinct roles within the company that marketing and sales should fulfill. I hope this helps you keep the two straight as you build your business plan for the future. I also suggest a differentiation between Sales and Business Development (in most places they are assumed to be the same thing) as well as sales and product management and Market Development vs. About Patric Fransko“Patric has over 16 years experience in the window film industry.
Publisher does not accept responsibility for statements or claims made by advertising placed on this website. Signed articles represent the opinions of the writer and not necessarily those of the publisher. Dividing responsibilities between the “marketing” and “sales” teams can often be a cause for confusion, especially when the marketing team is taking on additional lead generation responsibilities that used to belong to the sales team.
To maximize your lead generation opportunities, it helps to make sure that no one is dropping the baton during the handoff between the marketing and sales teams.

You’re not identifying a sales funnel: Perhaps this sounds like an extreme example, but it happens. You’re not nurturing your existing business leads: What happens to your B2B sales leads once they’re in the pipeline, but not immediately ready to buy?
Talk to Strategic Sales & Marketing for comprehensive lead management services to help you through the B2B lead generation process.
Overall its a good view of how Sales and Marketing work together within their organisation and the pro’s of it. A few of these are filled by using spelling difficulties i to find this quite troublesome to tell the truth however , I will undoubtedly revisit once more.
The goal of marketing is to determine the target audience for the product, then create awareness and stimulate interest. Notice I said “should” as even when the definitions are understood, the fulfilling of the roles is often where the confusion sets in. It encompasses everything from increasing brand awareness to stimulating a particular action from a target audience through campaigns. Often, the sales team is a terrific source of information from the field and can help marketing fine-tune their plan. It involves activities even before the product is conceptualized and starts from the research stage until close of sales leaving customers satisfied. I also agree with you Rafiq that Sales and Business Development often gets mixed together as well. Marketing should determine who, in wich environment will represent Product & service to existing und potential costumers.
That time has been spent in a variety of positions from field representative to managing a sales team.
This is a common mistake that companies make with their B2B lead generation efforts: they pull out all the stops to obtain new business leads, but then don’t put any time or resources into qualifying the sales leads.
Too often, companies are leaving money on the table by neglecting to follow-up with existing sales leads. Our industry-leading B2B sales consultants and appointment setters know how to cultivate, qualify and close on complex B2B sales leads in a variety of industries. It is quite refreshing to hear a management view about this topic and that someone with that much experience is willing to accept change that Sales and Marketing are becoming alligned.
What most people do not know however, is how to dig deeper and actually find the people they are looking for.
The team is tasked with contacting clients and prospects, making sure they have the information they need to make a purchase decision and then closing, or attempting to close, the sale. Marketing has a more long-term focus on generating interest in your brand, product or service. Also, a prospect that the sales team couldn’t close can be recycled back into the marketing plan so the sales department can have another opportunity to close that sale in the future.
Instead of creating effective branding or building product awareness, marketing efforts are used to blast out sales messages. Each one needs the other to be fulfilling its distinct role in order to increase your sales and create happy customers. He also spent time working directly with some of the largest retail companies in the World to specify and project manage window film applications in their facilities.
Without a standard process for filtering, measuring, tracking, evaluating, sorting and prioritizing sales leads, your sales team is flying blind. This leads to wasted time and frustration as the sales team puts in many fruitless hours on the phone with prospects that aren’t ready to buy. Instead of assuming that a “not interested” response means that the prospect is “not interested” forever, your company needs to conduct ongoing lead nurturing to stay in contact with these prospects. We can help you find more sales leads, better qualify your sales leads, conduct more efficient appointment setting, and improve conversion rates to overcome your B2B lead generation challenges and turn B2B sales leads into bigger sales results.

And it will create confusion when you start using the other Boolean operators, as you will learn in the next article(s). Whether it’s through nurturing a lead that was generated by the marketing or cold calling on a prospect, sales is all about closing transactions. The sales department’s job is to move the client or prospect through the sales cycle with the tools available to them.
If the department is operating effectively, it should be helping the sales department by creating interest in the product or service within the target audience. The role of marketing is not to make the sale, but to tee up the sales department to make the sale. And sale set focus on tarning interested prospects into the customers – as you mentioned.
In addition, Patric has built some of the largest installation tool companies in the window film industry and founded the Window Film Professionals Group on LinkedIn, Facebook and Twitter that now boasts over 8,000 total members. 34% of the MarketingSherpa survey respondents said they contact their prospects once a month for lead nurturing follow-up, and 22% contact their business leads weekly.
So stay tuned for more goodies ?? In the meantime start playing around with the AND-operator to get fewer, and far more specific results! When you use marketing to try and make the sale, you’ll end up with an irritated client or prospect that will tune you out.
The goal is to achieve effective alignment between what the marketing and sales teams are doing: driving to a common goal and reaching agreed-upon revenue targets. Additionally, the marketing department is also responsible for providing the sales team with the tools they need to fully inform the prospect on the product or service. In this case, not only have you not made the sale, but you’ve also seriously impacted your ability to close a sale with this client or prospect in the future. In this scenario, direct sales reps will only see leads that have been pre-qualified, usually by a business development rep (BDR) who has personally qualified inquirers by asking a series of questions about budget, authority, timing and so forth. To best support this type of sales model, we want to drive as much activity into the top of the funnel as possible, creating the critical mass of inquiries needed to achieve the target number of qualified leads that have passed through the qualification process.Let’s now look at the second sales model and how we align it with the marketing plan.
If an organization utilizes a direct sales force, but provides no pre-qualification function (e.g.
This is true because we know that in most B2B scenarios, somewhere between 10 and 15 percent of all inquiries will pass the qualification filter. This means that sales reps will talk to 8.5 to 9 suspects before reaching one qualified prospect. First, the reps fail to call all the suspects, finding reasons to disqualify them before making the calls. Second, reps get busy chasing their hot prospects and neglect to make the qualification calls in a timely manner. If you want to see the impact of slow lead response, read my blog post on this subject.In this type of sales model, we purposefully back off the quantity goal and align our marketing plan to deliver leads that are more qualified. One of the easiest ways to produce quality is to require suspects to provide more data about themselves on the web form, thus pre-qualifying themselves. Each additional piece of data you ask for will reduce the number of responses, but will also drive up average lead quality.These are just two sales model examples. If you have a gap between sales and marketing, it’s best to address this quickly, especially by creating a service level agreement between the two departments.

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