Here comes part two of the lead generation checklist series by Brian Carroll. The first part was about engaging prospects and customers in conversations and taking a consultative rather than transactional approach to marketing. Part two focuses on the chasm between sales and marketing that is common in many organizations. How long has it been since your marketing and sales teams got together for a really productive meeting? In many if not most organizations, sales blames marketing for not producing a sufficient number of truly qualified leads, and marketing points the finger at sales for not following up on the great leads that were produced.
In my opinion, sales and marketing alignment is one of the most critical aspects of lead generation and breakdown in the relationship between the two hurts revenue growth. Unless both sales and marketing teams work hand in hand and agree on the lead generation goals, process, and qualification criteria, your lead gen money and efforts will go to waste. Click here to read the complete post.