It’s long been discussed that marketing and sales need to “get along.” But the reality is that marketing and sales actually need to work smoothly together along a defined lead management process. The lack of this cooperation costs companies more than wasted leads. It increases sales costs and reduces revenue growth. I’m not suggesting that sales and marketing can become best friends, nor am I even suggesting that there’s no friction at all between them. However, it’s apparent that the legacy marketing-to-sales process most companies have let evolve is flawed.
There are so many tools available to capture as many leads as possible - capturing data from social media sites automatically for example. It is easy to be swept along this tide in the hope of gaining valuable data. But quality will reign over quantity at any time and it will help sales and marketing get along. Without using a system that tracks the quality, source and status of leads you will be swamped with low quality data and your workforce won't be smiling.
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Fixing a Fundamentally Flawed Marketing-to-Sales Process
Posted by: Lisa Cramer May 23, 2011 05:00 AMIt’s long been discussed that marketing and sales need to “get along.” But the reality is that marketing and sales actually need to work smoothly together along a defined lead management process. The lack of this cooperation costs companies more than wasted leads. It increases sales costs and reduces revenue growth. I’m not suggesting that sales and marketing can become best friends, nor am I even suggesting that there’s no friction at all between them. However, it’s apparent that the legacy marketing-to-sales process most companies have let evolve is flawed.