Marketers and sales teams need to understand the importance of aligning their definitions of a qualified lead. For much too long, marketing departments have been sheltered away from the sales team in their own respective silos, unable to communicate efficiently. When marketing and sales teams are able to align their lead generation and sales strategy, businesses will be able to increase marketing ROI and sales efficiency.
Most sales organizations are still using an “A, B, C” lead prioritization model. This means the sales staff picks and chooses (usually without a set methodology, but rather on whim or instinct) what leads are the “hottest” to attend to first.
Such a process creates a divide between sales and marketing. Marketers want to know why sales hasn’t followed up on their newest “hot” batch of generated leads, while sales wants to know why marketing is providing such poor leads. Without communication, this struggle never ends; proper alignment of lead definition and lead prioritization strategy can fix this problem and result in much more efficient sales processes.
Lead scoring surveys are a great way to establish a common definition. Customer surveys can reveal certain demographic or psychographic characteristics that are shared among a company’s best customers. Once these characteristics are determined, leads can then be scored with these attributes weighted accordingly.
For example, if your company’s most profitable customers, or highest close-rate, comes from the pharmaceutical vertical, then your leads that have similar pharmaceutical traits should be given higher scores than other leads. Attend to the leads that have the highest historical value and your company will ultimately see higher sales and more lead qualification.
To learn more about lead scoring surveys and how marketers are using surveys to generate high quality leads, check out Cvent's new white paper, which discusses how you might be able to implement such a plan in your organization.
Most sales organizations are still using an “A, B, C” lead prioritization model. This means the sales staff picks and chooses (usually without a set methodology, but rather on whim or instinct) what leads are the “hottest” to attend to first.
Such a process creates a divide between sales and marketing. Marketers want to know why sales hasn’t followed up on their newest “hot” batch of generated leads, while sales wants to know why marketing is providing such poor leads. Without communication, this struggle never ends; proper alignment of lead definition and lead prioritization strategy can fix this problem and result in much more efficient sales processes.
Lead scoring surveys are a great way to establish a common definition. Customer surveys can reveal certain demographic or psychographic characteristics that are shared among a company’s best customers. Once these characteristics are determined, leads can then be scored with these attributes weighted accordingly.
For example, if your company’s most profitable customers, or highest close-rate, comes from the pharmaceutical vertical, then your leads that have similar pharmaceutical traits should be given higher scores than other leads. Attend to the leads that have the highest historical value and your company will ultimately see higher sales and more lead qualification.
To learn more about lead scoring surveys and how marketers are using surveys to generate high quality leads, check out Cvent's new white paper, which discusses how you might be able to implement such a plan in your organization.
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