As I was designing the 12 Demand Generation Essentials for our current educational series on BlogTalk Radio, Lead Scoring became DG Essential #3. It’s important and effective. Yet, when I went to find a marketing practitioner who had deep experience in this area, I came up very short. They just did not exist. In talking to some of my friends and colleagues in the industry, the reason for lack of Lead Scoring implementation had little to do with technology and everything to do with process. Here [...]
I love everything about selling (having been a VP of Sales for many years) so when I became a full time VP of Marketing, aligning the two teams to help improve lead generation just made sense to me. In addition, we bought a marketing automation system and this technology gave me a concrete way to involve sales and to help improve key aspects of their prospecting and sales cycles. I think it has been my experience and understanding of sales that helped me knit all this together. [...]
This blog is inspired by reflection on what has changed in selling – the answer is EVERYTHING. My background includes being a VP of Sales for many years, working for one of the world’s most renowned sales training companies and now working in the lead generation space. This mix has given me a forward thinking perspective on what is Web 2.0 Selling and here it is.
First, the Buying Process. By now, you’ve heard everybody and their brother talk about this yet FEW companies have a documented Buying Process – how [...]
This week I was working with a new client and we were conducting the lead management kick-off meeting. This client had just purchased a lead management system and was preparing to soar into the world of Web 2.0 marketing. In attendance were the marketing staff and a significant number of sales people. The ratio of sales to marketing in this meeting was 3:1.
The purpose of the kick-off was to:
Begin building a collaborative lead management relationship between sales and marketing
Begin building a jointly constructed lead management process
Introduce the team to [...]
