Why Salespeople Don’t Follow Up on Good Leads
The number-one issue in Sales and Marketing alignment can be summed up in three words: “These leads suck!”
No matter how much effort Marketing puts into delivering high-quality, actionable leads, most salespeople remain convinced that marketing-generated leads are lousy.
The problem usually isn’t the leads, however; it’s how salespeople follow up on them.
Let’s look at a typical experience from the salesperson’s perspective. She gets 100 leads. Marketing promises that these leads are Glengarry Glen Ross golden. The tire-kickers have all been screened out. Each is an inbound lead from someone actively looking to buy – prospects who called the toll-free number or clicked on a web page asking for information.
So she blocks out precious hours – hours she’s taking away from existing customers and deals already in the pipeline – and starts calling.
By the time she gets to the bottom of the pile, she’s won exactly two sales.
Next month, she gets another hundred leads and gets the same results. The month after that, she gets another hundred. But by now she’s not getting any sales from them – because she’s shoving them into a shoebox under her desk and ignoring them.
Continued on the Marketo blog: