Kombinieren Sie Sales- und Marketing-Wissen, um Ihre Leadqualifizierung zu verbessern

Few issues create more conflict between sales and marketing than lead qualification criteria. In the MarketingSherpa 2011 B2B Benchmark Report, 72 percent of marketers listed generating higher-quality leads as their single biggest challenge, up from 69 percent the prior year. In most cases, Sales and Marketing each see lead qualification from very different perspectives, both of which have value.

In sales, management spends considerable time, including extensive one-on-one coaching, teaching sales people about lead qualification criteria, often dissecting specific sales calls, contacts, opportunities, and accounts. Good sales people soon learn that qualifying prospects takes significant skill and judgment. Invariably, the best sales people are superb at this skill.

In contrast, the best marketers look at a sophisticated combination of techniques for delivering more qualified prospects to sales: