If your marketing budget is tight, trying giving sales fewer leads. Why? According to MarketingSherpa’s just-released B2B Marketing Benchmark Report, a whopping 80 percent of the 935 respondents said they pass unqualified leads along to sales.
That’s a costly mistake.
Let me explain:
For every 100 raw leads, only 4 to 7 are ready to buy. It’s no wonder that the 1,800 companies surveyed as part of CSO Insights Sales Performance Optimization Report said their sales teams spend 20 percent of their time generating leads. (And I’ve known of sales departments spending a lot more time than that.) In essence, they’re sorting through the raw leads that marketing sends them to get to that 4 to 7 percent who might actually buy.
What if marketing did a better job of qualifying leads before sending them to sales? In his webinar, Trends and Challenges of Lead Generation in 2011, Dave Green explained, in graphic detail, the impressive amount of profit that could result.
Think about it: What if you were able to reclaim 10 or 20 percent of your sales budget by increasing sales productivity? What if a mere percentage of that was diverted to your marketing budget to invest in better lead-qualification tools such as marketing automation, content strategy, lead nurturing, and telequalification? How much revenue could that potentially drive? How can you make a water-tight financial case to your CEO to prove that giving marketing more money will help significantly increase sales productivity and revenue capacity?
Get the answers by listening to the webinar replay.
Watch the webinar recording