A large pipeline full of leads sure sounds nice,
but it does not indicate sales in the same proportion.
Every lead will not, or cannot,
turn into a revenue-generating customer. In an eagerness to close sales, digital marketing teams often pass on their leads to the sales team without proper
evaluation.
As a result, sales team has to go over the process again and very
few leads are actually converted into customers. The time and effort of both
marketing and sales teams is wasted, which can also give rise to contention and
lack of trust between the two.
Thus, it is important for marketing and sales
teams to work together and decide the criteria for the ideal lead. If and only
if a lead fits this criteria, it would be labelled as marketing qualified and
be passed over to the sales team. This will help quicker closure of sales, save
unnecessary efforts and enable steady revenue growth. You can use qualifying
criteria such as BANT to create the profile of your ideal buyer.
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