Getting sales and marketing on the same team
December 1st, 2003
I read this great article (a while ago) on BtoB Online by Harry Watkins, Ph.D who is a research director at Aberdeen Group. I tried to contact him for additional comment but his email wasn’t working… bummer.
Bottom line: getting sales and marketing together to define the ideal lead, will dramatically improve lead generation performance.
Getting sales and marketing on the same team
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I agree, I work in marketing. Our team felt like the leads they gave our sales team fell into an abyss never to be heard from again. My budget got cut so I needed to prioritize my lead generation programs.
I setup a meeting with our sales force and we laid our cards on the table.
It turned out that the sales team had gripes too. They felt that the quality of leads wasn’t meeting their needs. They were spending so much time sifting through “junk” that they only followed up on the ones that looked the most promising.
Marketing told sales that they couldn’t improve unless they got feedback. Once we cleared the air and realized we’re both on the same team trying to increase revenue. It was amazing to see the shift. Things aren’t perfect but they are much better.
It was the best thing I could have done.