Backbone Media B2B Marketing Blog
Most B2B sales and marketing organizations live or die with their ability to generate qualified leads. The combination of poor strategy, poor buyer insight and poor measurement ultimately leads to horrible results with lead generation. When marketing provides poor quality leads, the relationship between sales and marketing is strained, almost to the point of complete distrust. Here is what it looks like when marketing sends poor quality leads to sales…
If you answer “no” to any or all of the following, your current strategy may be fundamentally flawed:
- Have sales and marketing agreed to a formal definition of what a qualified lead is?
- Is the sales team following up on the leads you generate??
- Are you passing off leads to sales at all and are they perceived as likely to convert?
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