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3 Good Reasons Marketing Should Qualify Leads Before Passing to Sales

Guest post by: Dan McDade

Article Overview: Sales is conditioned to not follow up on marketing's leads. Marketing can recondition sales by sending qualified opportunities. This will contribute to increased ROI and marketing and sales alignment.

Free Download - Marketing Tip: If You Only Do One Thing, Qualify Your Leads By Dan McDade
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3 Good Reasons Marketing Should Qualify Leads Before Passing to Sales

  1. The more leads you give to sales the less likely they'll be followed up on: Sales is conditioned to not follow up on marketing's leads. Why? Because they've been burned. They receive hundreds of so-called leads generated through tradeshows, email campaigns, webinars, whitepaper downloads, etc. and have learned that there may be, if they're lucky, 10% that are qualified. Sales has a quota and they're not going to spend the hours needed to cull through lists of low-level, so-called leads.

  2. Fewer leads empower sales: Marketing can recondition sales by sending qualified opportunities, as opposed to raw, unfiltered leads. How? If marketing segments, measures, and qualifies, sales will learn to value what marketing sends their way. That translates into more deals and more revenue, and that's good for sales, marketing, and the company.

  3. When leads are qualified marketing can do a better job: When marketing takes on the lead qualification role, sales gets in front of more qualified prospects. Which means marketing is able to increase its ROI as leads generated are no longer wasted. Plus the process of qualification helps marketing fine-tune its demand generation programs: if a list generated from a tradeshow, for example, is only pulling at 5%, Marketing can adjust its investments to maximize the benefits.

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Home > Sales > Dan McDade > 3 Good Reasons Marketing Should Qualify Leads Before Passing to Sales >
Article Tags: lead generation, marketing sales alignment, sales lead management
Referred by: http://www.findnewcustomers.com

About the Author: Dan McDade
RSS for Dan's articles - Visit Dan's website

Dan McDade founded PointClear in 1997 with the mission to be the first and best company providing prospect development services to business-to-business companies with complex sales processes. He has been instrumental in developing the innovative strategies that drive revenue for PointClear clients nationwide.

In addition to serving as president and CEO of PointClear, Dan is the author of The Truth About Leads, an insightful book that sheds light on the little-known secrets that help focus B2B lead-generation efforts, align sales and marketing organizations and drive revenue.

Prior to starting PointClear, Dan served as president of UST, The Business Marketing Group, a high-tech B2B marketing services firm. The company, serving leading technology companies including Sun Microsystems, Texas Instruments, Oracle and SAP, grew over 500% during his tenure. From 1989 to 1991, Dan was an independent consultant providing direct marketing, telemarketing and new business development consulting services. Clients included Sears, Exxon, Rodale Press, R.J. Reynolds, and The Ritz-Carlton. Dan also served as vice president of marketing with Jackson & Perkins in Medford, Ore.

Dan is chairman of the board of the Technology Association of Georgia (TAG) Education Collaborative, an organization promoting STEM (science, technology, engineering and math) education in Georgia's middle and high schools. He is a member of TAG, and also serves on the boards of TechAmerica Southeast (formerly AEA); the Business & Technology Alliance, a TAG society; and TAG Marketing. The Sales Lead Management Association named Dan one of the 50 most influential people in sales lead management in 2009 and 2010. Dan is also the author of ViewPoint | The Truth About Lead Generation, a blog exploring issues related to B2B sales, marketing and lead generation.

  



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