BEHIND THE SALE SPAGE

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You must keep sales and marketing on the same page in order to build the greatest lead generating process. Marketing is always challenged to fill the sales lead coffers. However, before marketing can bring in the correct leads for sales to close, all parties must agree on the definition of a qualified sales lead.

For effective alignment, three facts must be understood underlying sales and marketing agreements:

1. Effective qualifying is based on collaborative lead scoring.

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Marketing and sales must integrate their concepts of the perfect lead to build the optimal score system. If the two teams can’t agree on what a lead is and how it’s scored, that’s the first area of improvement you should work on.

After you’ve agreed on what a lead is and what attributes assist rate the lead, start combining data like online registration and watching your prospects’ online behavior to dynamically adjust the score of active vs inactive leads.

Inquire whether your score takes into account lead qualities such as a lack of website activity for an extended period of time, spam complaints, inclusion on “do not call” lists, and unpleasant social media remarks.

Determine how nurtured leads react to sales efforts after being sent forward. It is critical that the messaging utilized in the nurturing stage be carried over to the sales phase, thus ensure that the sales staff is aware of marketing communications.

2. Automation expedites and strengthens lead qualifying procedures.

Scoring software combines demographics and prospect behaviors to identify how to effectively target certain audience segments and then keep leads engaged in the sales process once they enter it (e.g. through a landing page).

According to a recent CRM.com article, “business data suggests that contacting a lead rises by up to a hundredfold if you call out within five minutes vs waiting even 30 minutes.”

Despite this reality, a recent assessment of more than 100 for-profit colleges discovered that the typical phone response per institution to Internet leads was one hour and 36 minutes.”

Automation removes the time barrier and enables marketers to detect when leads enter the purchase cycle, allowing them to follow up swiftly.

Furthermore, automated marketing monitors internet activity to gauge buyer interest and sales readiness. When this tracking engine recognizes the precise status of leads in the process (e.g., lukewarm or hot), both response time and quality can increase, allowing for faster, more targeted communications.

This type of software also assists in determining why certain leads shift from hot to closed while others take longer to mature in the nurturing cycle.

3. Marketing and sales coordination always results in significant improvements.

There is little question that if your sales force concentrates solely on high-quality leads, your organization will close more deals.

Collaboration from the outset, beginning with lead scoring, ensures that everyone is on the same page when defining optimal leads. The alignment of marketing and sales creates a communication channel via which sales may route non-sales-ready prospects back to marketing for additional nurturing.

This implies that every lead is counted and that more leads convert rather than being lost in the cycle.

At the end of the sales process, marketing accountability improves sales follow-up following conversion, allowing both teams to better understand how leads respond throughout the sales process.

As a consequence, everyone might become more excited about the process because they all contributed to its success.

So the issue is to better comprehend the variables driving today’s consumers who control the purchase cycle by harnessing information available through search, social media, and other online channels.

A firm that has both sales and marketing blazing on all cylinders may anticipate the lead management process to react readily to shifting market conditions, especially when automated marketing technologies are included. When a sale is completed, everyone shares in the sense of accomplishment and inspiration.

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