Too often, when marketing leaders sit down with their counterparts in sales to discuss lead definitions, the only factor considered is what sales wants. While this discussion is relevant and valuable, the result is typically one of two scenarios:
To avoid these scenarios and increase sales productivity, consider the following factors to help sales and marketing define and agree on lead quality:
By taking the time to consider the factors described above, sales and marketing leaders have a much better chance of defining lead quality/quantity goals that are appropriate and balanced. Keep in mind that at this stage we are looking for increased accuracy, not perfection.
Want more insight on how sales and marketing can work together to gain more quality leads? The SiriusDecisions Lead Scoring Learning course helps your team develop the competencies they need to build and validate a lead scoring model. Trial the Learning course to start increasing the efficiency and effectiveness of your sales and marketing teams today.
Haven’t yet implemented the Demand Waterfall®? Download an overview of the model to begin your journey toward improved visibility into the health of the lead funnel.
Jay Gaines is Chief Marketing Officer and Research Fellow at SiriusDecisions. His experience includes team building and leadership, marketing strategy and planning, marketing budget and operations management, demand creation, sales and marketing alignment, business development, product development and management, interactive marketing/advertising, inbound marketing and social media. Follow Jay on Twitter @izjay.