Salespeople Don’t Like Leads!

3 10 2011

I recently came  across this really great post by Bruce Brien from Bulldog Solutions on the Marketing Watchdog Journal which I think added some fresh insight into the whole marketing and sales alignment challenge. I’ve blogged about marketing and sales alignment in the past, but Bruce added some insight from a couple of companies who have made significant progress. I also like the controversial heading which Bruce justifies by outlining that in general salespeople don’t like leads, because it often means more work and limited results.

The key takeaways, in my opinion:

  • The sales leaders and the marketing leaders need to view themselves as a team of equals and both look at the entire process, not their separate processes.
  • Marketing should talk about delivering opportunities not leads, suspects, prospects etc. Salespeople want opportunities, particularly opportunities to sell to qualified prospects.
  • Content alignment – By focusing the content on solving customer problems, it allows sales people to add value to the relationship.

This last point point also also reminded me of an older post from Carrie Baker over at Vovici Blog, “To create and sustain value, organizations must be aligned with the customer’s ENTIRE journey to ensure success EVERY step of the way.” Which I think highlights the need to keep the customer at the center of the sales and marketing alignment.  In this age old sales and marketing feud somewhere between “marketing handing over crap leads” and “leads not getting called by sales people” lies a new customer.

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2 responses

6 10 2011
Natalie

Marketing and sales alignment is all about working as a team. Marketing automation can play a big part in achieving this so leads can be nurtured by marketing and passed to sales when they’re deemed ‘warm’. Integration across all channels, including social media, is key as well. Surprisingly B2B leads the way in marketing automation, over B2C, due to the nature of it’s longer life cycle.

9 10 2011
nomadmarketer

@Natalie, All good points! As always! and thanks for reading the post!

@Santosh Thanks for the update and good luck with the event!

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