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Are Sales Right To Complain About Marketing Leads?

Are Sales Right To Complain About Marketing Leads?

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“Most Marketing leads we get are rubbish,” complains Dave Apthorp, sales executive at Modernis.

“How can Sales possibly know this?” says Maria Smith, marketing manager at Modernis. “They never phone any of the leads we DO give them!”

But where’s the truth? Are Marketing leads so poor it’s not worth Sales following them up? We wanted to find out.

Twelve months ago the Modernis marketing team attended a trade show. Sales immediately called up the leads. And how many opportunities were created? None. Absolutely none. Which led to a lot of sales complaints about the quality of leads. And one heck of a lot of friction.

So, 12 months later we called 10 of the marketing leads. We wanted to find out what had happened in the intervening 12 months. Here’s what we discovered:

  • 2 had purchased products from a competitor of Modernis.
  • 2 were actively engaged in a purchasing process to select a supplier. Sadly Modernis wasn’t one of the candidate suppliers.
  • 1 hadn’t started a formal purchasing process. But they fully expected to make a purchase in the next 12 months.
  • 4 of the leads had taken no action following the trade show. They didn’t anticipate starting a purchasing process any time soon.
  • 1 wasn’t in Modernis’ market place and is unlikely to ever make a purchase.

In other words 5 of the 10 were great leads. Two had already bought from a competitor. And yet these leads were all rejected as rubbish by Sales.

So why didn’t these prospects engage with Sales at the time? Here’s what they told us:

“We weren’t ready”.

” We didn’t have stakeholder support”.

“I didn’t have a budget at the time”.

“We weren’t sure what the right solution was. The last thing I needed was a sales pitch.”

“We hadn’t decided which vendors we wanted to talk to”.

The prospects were legitimate buyers. But they simply weren’t  sales ready. They were at an earlier stage in the buying process. They didn’t want to speak to a sales person. Yet.

Which is why Sales thought the marketing leads were rubbish. “That’s why we don’t bother to ring them”, says Dave.

But what’s worse, after the trade show the activities of these warm prospects were invisible to Modernis. Which meant no-one knew when they were sales ready. And led to lost sales for Modernis.

So what what can we learn from this research. Six things.

1. Manage the invisible pipeline pro-actively

Customers start their buying process long before Sales get involved. These early stage activities form an invisible pipeline. Yet this invisible revenue pipeline can – and must – be managed to drive sales income.

2. It pays to be patient

Modernis has a sales cycle of 2 – 3 months. But that’s Modernis definition of the sales cycle. That’s how long it typically takes an opportunity to pass from Created to Closed in the CRM system. But looked at from the perspective of the customer, the buying process is much longer.

3. Lead nurturing is essential

Traditionally prospects had to rely on sales people for their information. Not any more. There’s a wealth of information available on the internet on every product on earth.

And ad hoc marketing campaigns – delivered only when time permits – have only a short term impact on sales revenue. Effective lead nurturing means a structured process of communications throughout the buying process.

4. Useful is the new cool

The creation of content that is highly useful to prospects is critical to lead nurturing. The leads we spoke to were hungry for information. Highly useful content satisfies this hunger. It helps leads narrow choices. In your favor.

5. Engage sales when prospects are sales ready

Prospects don’t mind talking to sales people. But only when they’re ready to do so. And only with the relatively small number of vendors with whom they’ve decided to engage. And the challenge for Marketing? Track human behavior to gauge when leads are sales ready.

6. Marketing is becoming increasingly process and technology driven

It’s hard to know when a prospect is sales ready without knowing if they open your emails. Read your blog posts. Visit your web site.

Lead nurturing cannot be done in an ad hoc fashion. And it can’t be done manually, at least not effectively. It requires planning and well defined processes. Together with the marketing automation tools necessary to make the whole thing scalable and efficient.

 

And finally… you can also access this blog on Slideshare – Stop Sales complaining about the quality of Marketing Leads

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The Mini Dictionary of Marketing Automation Terms

The Mini Dictionary of Marketing Automation Terms

Getting the sales team to cold call an unqualified list of leads is like giving up smoking or going on a diet.

There’s always something that gets in the way. Tomorrow is always a better time to start than today.

And in any case, it often turns out to be an unfruitful waste of valuable time.

But how do you increase the flow of sales-ready leads and opportunities to the sales team?

The answer, increasingly, is marketing automation. Thousands of B2B organisations – and quite a few B2C ones – are investing heavily in marketing automation systems from vendors such as Hubspot, Pardot and Marketo. These systems provide scalable and automated marketing processes that boost the number of warm leads and drive opportunity conversion rates.

So what exactly is marketing automation? And what are the essential marketing automation terms that matter in any discussion on lead generation? Terms such as content marketing, lead nurturing, lead scoring, sales qualified lead and marketing qualified lead.

(more…)

Innovate marketing to boost sales ready leads: Event 11th December

Innovate marketing to boost sales ready leads: Event 11th December

Register Event CTA MiddleBoosting revenue means increasing the number of high quality leads given to the sales team.

Simple to say. But how do you achieve it?

Join us on 11th December and we’ll show you how. We’ll demonstrate how to innovate marketing and lead generation activities to drive sales ready leads.

We’ll cover:

  • How marketing automation tools such as Marketo, Pardot and Hubspot are radically transforming marketing and lead generation.
  • How to create and use high quality content to attract new prospects and increase leads.
  • How to integrate with salesforce.com to create a powerful, end-to-end sales and marketing process.

We’ll demonstrate exactly what terminology such as lead nurturing, content marketing and lead scoring actually mean. And we’ll do it all using live examples and practical demos.

Date: 11th December 2014
Venue: 9 Devonshire Square, London EC2M 4YF
Start: 9.00 for 9.30 AM
Finish: 12.30 followed by light lunch.

It promises to be an action-packed event. We’d be delighted to have you join us. Simply fill in the form below.

Related Blog Posts

Why You Need To Compare Average Closed Won Opportunity Size

How to use opportunity conversion reports for superior results

How To Stop ‘Closed Lost’ Screwing Up Salesforce Dashboards

5 Easy Tips That Will Make Opportunity Probability Your Trusted Friend