A recent lead generation poll showed that converting leads to pipeline revenue (accelerating sales) was the biggest challenge for marketers.
It’s a tough question, and it’s one that gets a lot of feathers ruffled. However, this is one question that Sharon Drew Morgen isn’t afraid to tackle. I spoke with Morgen recently to ask her about her take on the question and her new book Dirty Little Secrets: why buyers can’t buy and sellers can’t sell and what you can do about it.
I wanted to speak with Morgen because I was intrigued with the advice she lends to help with B2B’s major dilemma: How can we successfully work with people from the time they express interest until they decide to buy? Basically: How do we convert leads to sales? Morgen has some great suggestions.
If you want to hear what Morgen had to say, listen to my interview “Why sellers don’t have the right tools to help buyers buy.” During this interview, Morgen discusses how she sold a “dead account” by simply applying her Buying Facilitation model to the situation. I think you’ll find Morgen’s insight helpful and her book more than a little tempting.
Listen to podcast now (21 minutes)