We are living in a time where buyers can find information about your solution with a single click, and where peer recommendations are more valuable than any supplier’s advice. So it’s time for organisations to rethink their lead generation. You can start by sharing the responsibility of finding new customers across various departments. A sound, integrated approach will help your company keep costs under control, and the sales department stay focused on what it does best: closing deals.
Revenue performance development requires an update in tactics, especially as the profile of B2B sellers has changed dramatically over recent years. Sales people often used to be a sole source of information, but buyers have clearly taken huge leaps forward now because of the internet. They have taken control of the buying cycle for themselves.
Lead generation to fill the gap
This causes sales departments to panic and think they have to fill the gap with more leads, so lead generation often focuses solely on the numbers being found, and marketing departments often don’t have the resources required to take all the qualifying criteria into account. The consequence: sales people’s diaries are too full of unqualified leads, resulting in poor quality appointments. Sellers become demotivated and miss out on leads. Having more leads doesn’t necessarily mean generating more income.
Less is more
Research shows that less is more. Sales can achieve better results with fewer leads, as long as the quality of these leads is high and insights into the client’s readiness to buy are developed sufficiently. So what a sales team needs is qualified leads that have been developed in a consistent and intelligent way.
It’s the marketing department’s job to systematically influence its market sectors with relevant (i.e. non-commercial!) content tailored to their specific business challenges. Sales will only take over and do more business in shorter cycles when an individual’s readiness to buy has reached the required level. In short, marketing campaigns have to be moulded into a continuous process to promote dialogue with clients rather than push messages into the market one-way. Also important: many companies don’t give their marketing people short-term quotas.
How efficient are Lead Generation and follow-up in your company?
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