In this article, you'll learn...
- Four techniques for improving the sales-to-lead handoff
- What to include in your lead follow-up protocols
Does the following scenario sound familiar?
As a marketer, you create an effective demand generation campaign that piques the interest of your prospects and entices them to respond. Those responses are sent directly to your trained telequalification team members, who determine which companies have a real need to purchase your solution.
Then, those qualified "sales-ready" leads are delivered to Sales, each one containing details of the company's pending evaluation and purchase plans with important information to assist with sales follow-up.
You've done your job. Now, it's time to watch the magic happen. Sales will convert your highly qualified leads into opportunities and, eventually, new business. Your marketing return on investment (ROI) will be outstanding.
But, that doesn't happen. Instead, the pipeline barely increases. Why?
You investigate and find that a significant portion of your leads are now dead. You approach Sales to ask for feedback, and here's what you hear: "The leads look great, but we can't get them on the phone. We left a couple messages, but they didn't call back. They must not really be interested. The leads are dead."
If that situation sounds familiar, you're not alone. One of the primary challenges in ensuring that a high percentage of qualified leads enter your pipeline is the sales organization's ability to establish contact.