July 13

Moving Marketing Leads to Sales Pipeline best practices data

Lead Management


A key challenge B2B lead generation is driving leads from the marketing funnel to the sales pipeline. MarketingSherpa just published a chart showing which best practices marketers are NOT using to manage their marketing-to-sales pipeline process effectively.


The last one stands to me: “have a process for sending leads back to marketing” when they are not sales-ready. We call that lead re-engagement, and it’s a form of lead nurturing.

Lead reengagement is one of the most powerful ROI tools marketers have available to them. Why? You’re getting more out of the money you’ve already spent by going deeper into the opportunities you already have. It seems like common sense, but the reality is, I know of very few companies that think about it because they assume it’s the salespeople’s job.

Related post: Lead reengagement gives you more out of your lead generation investment

What best practices and processes do you think marketers should be doing to move more marketing-generated leads to the sales pipeline?

You may also like:

How to do lead management that improves conversion

Why purpose matters to marketing: growth, revenue, and profit

Lead Nurturing: 5 Useful Tactics to Get More Opportunities

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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.

  1. Great post. I was just reading a post by Laura Ramos about new tools to support Sales & Marketing collaboration (http://twurl.nl/kyrk2a). That posts is written from the ‘tools’-perspective, but mentions a lot of the same best practices.

    The importance of sales & marketing integration makes me wonder whether we’ll see responsibility for sales & marketing move to a single executive, rather than two (VP Sales & VP Marketing). What is your take?

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