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.

Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. He presented “How to Build an Awesome Personal Brand” at the 140 Social Media Conference and appeared to discuss B2B lead generation on Sales Lead Management Radio. To learn more about Jeff, please click on

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.


Global leader for General Electric for The Pedowitz Group. Also the host of the B2B marketing show, Marketing Made Simple TV. We help companies rapidly grow revenue by transforming the ways they attract, engage and win new customers.

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