In the past, any lead was passed over to Sales, making the follow-up frustrating: Most of the time, sales reps wasted time on lousy leads.
The goal of marketing automation is to improve Sales and Marketing alignment by passing over only sales-ready leads.
But why would you be interested in marketing automation? In this article, I present three good reasons (and three bad ones) to adopt marketing automation.
Three Good Reasons
1. Fix follow-up failure
In the sales funnel, there is a big gap between generation of raw leads and personal follow-up by sales.
Lead generation is a well-understood area, but a "lead" is defined as any name you add to the database, regardless of whether the prospect is ready or qualified to talk to a salesperson.