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Where Leads Come From – Current vs. Best Practices

Guest post by: Jeff Ogden

Article Overview: Currently, expensive and experienced salespeople generate almost 1/2 the sales leads in B2B sellers today. In this article, we contend that marketing is vastly better qualified to generate sales leads than sales is. They can do it for less cost and with greater effectiveness.

Where Leads Come From – Current vs. Best Practices

By Jeff Ogden, President of the B2B lead generation consultancy, Find New Customers.

At the recent Marketo Revenue Rock Star event, one of the speakers (perhaps Debbie Qadish of the Pedowitz Group) presented the unhealthy source of sales leads today.



Note that almost 1/2 of all leads come from sales and Marketing is providing fewer than 3 in 10 leads. In our opinion, this is unhealthy. Having expensive and experienced salespeople cold calling and nurturing leads is a massive waste of money. And they are poorly equipped for success.

Marketing is far better equipped to deliver leads better and at vastly lower costs. They are equipped to craft value propositions, document a lead definition, nurture leads and score behaviors.

Here is what I consider a healthy source of leads.



This is the approach that smart, savvy companies are using today – such as Marketo, Eloqua, Hubspot and the like. They use B2B demand generation best practices to generate quality leads in marketing. Case in point, Marketo spends 80 cents in marketing for every dollar spent in sales. How do you measure up?

What do you think? Do you agree that marketing is far better positioned to create and cultivate leads? Please enter your comments below.

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Article Tags: b2b demand generation, b2b lead generation, btob demand generation, btob lead generation, demand generation companies, find new customers, lead gen, lead generation companies, sales lead generation



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