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Mar 22, 2011

New Chart: Chief requirements for B2B lead qualification

SUMMARY: We asked more than 900 B2B marketers to share what information is required in their organizations before leads are passed to Sales. In this week’s chart, learn the most commonly used lead qualification requirements.
By Jen Doyle, Senior Research Analyst

Chart: Information required before passing a lead to Sales

View Chart Online
Click here to see a larger, printable version of this chart

Lead qualification is an area that presents great opportunity for B2B marketers. As represented in the above chart, not many organizations are using multiple forms of qualification.

For example, 80% of respondents indicated that a lead must provide basic contact information. The highest level of participation after that is 42% for an indication of a valid business need. From there, the participation levels continue to decline. Furthermore, the average number of qualification criteria selected (per respondent) to this question was only two criteria.

What is surprising about this data is that fewer than half of all respondents verify that a lead actually has a valid business need for their product or service before passing the lead to Sales. For the majority, these leads may not even have a valid business need for their product or service, and they are being delivered to their sales teams to close.

This fundamental issue can lead to number of challenges, including a lack of alignment between Marketing and Sales, reduced Sales efficiencies, and an ultimate barrier for an organization to reach their full revenue potential.

For additional research data and insights about B2B marketing, download the free excerpt from the MarketingSherpa 2011 B2B Marketing Advanced Practices Handbook.

Useful links related to this chart

MarketingExperiments Web Clinic -- Converting Leads to Sales: How one company generated $4.9 million in additional sales pipeline growth in only 8 months

Members Library -- B2B Lead Generation: Increasing leads 296% by analyzing Web traffic

Members Library -- Lead Generation Optimization: 7 'must-haves' to improve your campaign planning process

Members Library -- Fostering Sales-Marketing Alignment: A 5-Step Lead Management Process

MarketingSherpa 2011 B2B Marketing Advanced Practices Handbook

See Also:

Comments about this Chart

Mar 22, 2011 - Bill Kaplan of FreshAddress, Inc. says:
Great stats, Jen!!! But there's one critical requirement missing: Validating and correcting your email address registrations PRIOR to entering these into your marketing database. Anywhere from 2% to 20%+ of email address leads contain invalid, fraudulent, or problematic email addresses. Buying and messaging these is not only a waste of marketing dollars but, moreover, can result in blocking and blacklisting issues that will bring down your entire email program. Given that email is the most cost-effective channel to reach your customers, marketers should toss back (and get credited for) leads that do not contain accurate, deliverable email addresses. For further insights on email address collection, see

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