I’ve been working in sales and marketing roles for more than 30 years, and in that time, I’ve found that—as big a deal as lead generation is—it’s typically lead management that makes the struggle real. Getting lead management right involves a lot of moving parts, so let’s jump in. 1. Alignment between Marketing and Sales In my experience, this is how it usually goes. A potential customer fills out a form or comes to a trade show booth. Marketing hands off the lead to Sales, saying it’s a hot lead that needs to be called ASAP. The sales rep calls the prospect,…
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