January 29

Inquiries are NOT leads!

Marketing Strategy


Teamwork is essential to get the maximum ROI from lead generation programs. So, are you sending inquiries or qualified leads to over your sales team? I’ve talked with at least 100 companies, in the last 6-months, and 90% of lack a clear definition (between sales and marketing) of what a sales lead really means.

So, what is a sales lead anyway? Companies who don’t ask this essential question are crippling their ROI by not getting the sales and marketing on the same page. This has led to miscommunication, missed revenue targets, wasted budget dollars and ultimately poor teamwork between sales and marketing.

Answering – What is a lead?

Steps to defining a lead…

1. Meet – Get the those who are helping your company gain more customer relationships in a room or conference call. You need a leader/facilitator who has “street credibility.” The premise of the meeting is that we’re all in this together. If you have team issues I suggest Fish on my reading list or 5 Dysfunctions of a Team also on my reading list.

2. Ask the question what do you consider a qualified lead? Now shut up and listen. Everybody must play.

3. Don’t stop with just one meeting. Summarize the notes from your meeting and have another meeting to clarify and make sure everyone satisfied with the definition? You need a strong consensus.

4. Publish the, Universal Lead Definition everywhere so people who are involved in new customer acquisition are reminded about their target and objective.

5. Close-the-loop. Sales/Marketing should meet bi-weekly to review if the lead definition is accurate. Ask questions like this… Was X a lead? Did they enter the sales process? Why / Why not? What else would you like to have known about this lead? How can we improve? What should we stop doing? What should we start doing?

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

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