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Why Sales Needs Fewer Leads From Marketing

by Dan McDade  |  
August 26, 2011
  |  8,845 views

In this article, you'll learn...

  • How fewer leads can help your sales team
  • Ten attributes of a well-qualified lead

Despite some signs of economic recovery, we're not there yet. And other market trends are making it even tougher for sales teams to hit revenue goals.

Relying on social media, an abundance of valuable content, and peer recommendations, buyers are now self-educating and driving the buy/sell process once controlled by field sales. Buyers today are making purchasing decisions in a more deliberate manner, and reps are reporting longer sales cycles.

As a result, sales teams are missing revenue targets, and sales executives are looking for ways to boost sales performance and drive more revenue. Their first impulse is to cry out, "We just need more leads," and to turn to high-volume lead generation in hopes that some will turn into sales. After all, it's only logical that more leads will generate more opportunities and more sales, right?

In reality, just the opposite turns out to be true.

The Sales Paradox


A sales paradox is at work here because reps actually need fewer sales leads—or, more accurately, fewer raw, unfiltered, unqualified leads from Marketing.

Drowning your sales reps in more leads—especially those of poor quality—can simply make things worse.

Standard lead generation's focus on quantity floods the pipeline with far too many low-value leads that don't deliver sales and marketing ROI. Qualifying criteria are rarely met due to lack of marketing resources.


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Dan McDade is the CEO of PointClear, an Atlanta-based prospect development company that helps B2B sales and marketing executives fill their forecasts with sales-ready buyers.

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Comments

  • by SpencerBroome Fri Aug 26, 2011 via web

    That headline is sure to catch attention.

  • by Matt Smith Fri Aug 26, 2011 via web

    Dan,

    Great article, and you're absolutely right - it's the quality of the lead not volume. Along with the excellent suggestions you offer above I'd add one more. Marketing and Sales should together define the characteristics and conditions that suggest a lead has become qualified. That vests both parties in the decision to promote.

    Keep up the great content!

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