Smart Ideas: Leads Revisited

A Guide to Business Sales Leads

Companies that think ahead have already overcome the internal strife between sales and marketing. What happens in this case is the people from marketing are insisting that sales are not using the leads that they are giving them and thus is wasting all their effort, and sales, on the other hand, accuses marketing of giving too many leads that do not hold a real buyer because of their wide area of coverage. The progress of the company is hampered as a result of this. And worse, the effect that it brings in, is an unresolved situation where real leads will many times fall into the crack.

It is quite crucial to the growth of the company that the breach between sales leads and marketing leads be bridged. But adopting this kind of solution in our olden platform where the company has the supremacy is difficult because only certain products and service are up for grabs, as compared to our present day paradigm shift where the customer – here and now, are the master; since there are already numerous choices and solutions that are available to a particular need. And so, the marketing personnel is constantly seeking new sources of leads, and crafting messages to strike on peoples interest in the company’s particular products or services from as many quarters as possible, while sales on the other hand, who has been trained to advertise infinite features that the company’s product brings, relentlessly manufactures ways to enforce what the marketing department has initiated. This is tantamount to bearing different strategies- marketing is more of an “experimental” frame of mind, while sales is constantly hunting for more features to close the sales. There is no coordination between these two functions.

Marketing is different today, and they use a platform that appeals to a potential customer by creating an indirect benefit in order to draw only those who are interested to purchase the particular company product or service, and so they acquire leads that come from different sources or activities. And this is often paired with lead management, who now takes it into their hands to characterize each potential customer and then use these inputs by subjecting them to a multiple sales stages in order to arrive to a final juncture where sales is finally transacted. And it is in this kind of context that you will find the cooperation of the sales and marketing teams working together as one. It is required for companies to have a leading edge customer relations management solution for sales and marketing to work in total unity.