Simply mining the earth for B2B leads isn’t enough. Just as olden prospectors had to convert gold nuggets into jewelry and coins, marketers must have processes in place to ensure that precious leads turn into sales. A recently released chart (shown above) and corresponding article from MarketingSherpa, How Organizations Manage Their Marketing-to-Sales Process, details the prevalency of various marketing processes designed to extract every last bit of potential from B2B leads. Surprisingly, over half of surveyed firms dto have a process for handing leads back to marketing when they’re proven to not be sales-worthy. Is this a reflection of a noticeable crack in the sales funnel, or an indicator of that handing leads back to marketing doesn’t yield satisfactory return on labor investment?
@NeilAndrewJames
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