A qualified ‘sales-ready’ lead is a wonderful thing to behold. It’s usually the product of much hard work, and with it comes a sense of professional pride and a job well done. After handing it over, Marketing can sit back and watch as Sales convert the opportunity into new business, before finally calculating the return on marketing investment.
Marketing departments invest a huge amount of time and budget in demand generation campaigns and, having worked out a good process for lead reporting, diligently pass the leads to sales for taking to the next stage.
Sounds foolproof, right? Until you realise that most of the leads reach a dead end and are not touched again – disappearing into the dreaded sales lead black hole. How?, Why?, and what can we do about it?, are questions that will be addressed in the Whitepaper.
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