"Up to 94 percent of leads turned over to sales are raw, unfiltered ... and never followed-up by sales," says Dan McDade, president of Point Clear, a Norcross, Ca.-based lead generation company. "Fewer sales reps make quota today than in 2006. Despite articles to the contrary—buyers want to be sold—and aren't."
McDade is also the author of the book "The Truth About Leads," and has spent much of his career figuring out what happens to those leads, and how to make more of them pay off. He'll be speaking on Wednesday, June 6, on the free webinar Lead Nurturing and Marketing Automation: Going from Chaos to Kick Ass.
The core problem, says McDade, is that marketing and sales are not "aligned." Even though neither of these departments can function effectively without the other, they are not at all on the same page about what leads the sales team has a good chance of turning into sales.
According to McDade, this misalignment is due to five main reasons:
- Lack of accurate market definition
- Lack of standard lead definition
- Focus on quantity instead of quality
- Failing to measure what matters
- Silo approach—failure to pass leads back and forth
"With marketing focused on lead quantity and sale focused on revenue there is a huge gap that results in inefficiency in both departments," says McDade. To address this, he suggests marketers:
- Focus on the five steps in the buying process—and how marketing and sales should align with that process
- Understand why the sales force needs fewer leads
- Learn to measure what matters
- Account for the value of long-term leads, and implement programs that nurture them
To hear of "the truth about leads" from McDade and Act-On Software CMO Atri Chatterjee, including more strategies to align marketing and sales and nurture leads, Tune in to the June 6 webinar.