How to Balance Lead Quantity With Quality
What do marketers and sales folks worry about the most?
Leads, leads and more leads. While you may fill your days running campaigns, hosting webinars, and attending events, it’s all a concerted effort with ONE primary goal: Get More Leads. And you don’t want just any lead; you want high quality leads that painlessly skip from stage to stage:
- Evaluation & purchase
Such leads wield decision making power, have money to spend, and face a business problem that your company can help fix. Such leads can be qualified, handed off to sales and they magically transform into company revenue. And marketing and sales can live happily ever after. At the heart of marketing and sales alignment is lead quality and of course, lead quantity. In fact, generating a high quantity of high quality leads is one of the biggest challenges B2B companies face today. A recent Sirius Decisions’ survey says top-performing companies are replacing the traditional “more is more” sales pipeline approach with an emphasis on higher-quality leads. Companies with tighter pipelines had a better conversion rate and less waste in their sales process. What is your approach? Ideally companies should work towards generating a high quantity of higher quality leads. Although that is easier said, than done definitions, processes, tools, lead nurturing, and targeted campaigns can greatly help in this constant endeavor. To learn more about maintaining this delicate balance, download the free whitepaper: Tips and Tricks to Balance Lead Quantity With Quality today.
Poornima Mohandas | March 19th, 2014