June 15

Research confirms that B2B Companies Continue to Struggle with Lead Generation and Follow-up

Lead Generation

1  comments

Companies continue to struggle with effective lead generation and lead management according to a new report, "Best Practices in Lead Development," by SiriusDecisions and KnowledgeStorm.

The study found that, 58% of polled executives rated their marketing department’s lead development capabilities as "fair" or "poor."  Those that rated their lead development efforts as excellent had the following attributes:

Marketers can certainly do a better job with the execution aspects of lead generation but they can’t do it alone.  I’ve found that the frequency and quality of communication between sales and marketing is the most important factor to drive better lead generation ROI.

This research confirms three out of my seven lead generation tips

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. All of this is right on target … especially the first bullet-pointed item that talks to collaboration between sales and marketing organizations.

    Many times it’s ego related.

    I was having some BBQ the other day with a friend and we were discussing this very subject. Once we get past the ego problem, there still needs to be some mechanism/process for 360-degree real-time feedback between the groups. Enough of the blame game. Let’s collaborate to align on marketing messaging and product positioning that the sales team can use. In the manufacturing space we have 6-sigma which talks to DMAIC (define-measure-analyze-improve-control). My point is that we are never done … we must continually adapt to changes in the marketplace. This is especially true in the techology vertical.

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