by Jen Doyle, Senior Research ManagerLead conversion rated as most challenging funnel process Click here to see a larger, printable version of this chart
Our study found the majority of B2B marketers lack maturity in funnel optimization processes, so it is natural for them to indicate lead-to-customer conversion as the most challenging funnel process.
Organizations are beginning to recognize this as a Sales and Marketing function. However, it is still relatively new to marketers.
Despite the higher level of maturity displayed by B2B marketers in lead generation practices, this is still a significant challenge for them. Once they begin to gain maturity in funnel optimization strategies, they will likely find that their lead generation efforts produce a greater ROI over time.
Participants rated lead hand-off and management as the least challenging funnel process. CRM and marketing automation tools facilitate sending a lead to Sales, but the real challenge is identifying the right qualification criteria to determine when the hand-off should take place.
For additional research data and insights about B2B marketing, download and read the free Executive Summary
from MarketingSherpa’s 2012 B2B Marketing Benchmark Report: Research and Insights on Attracting and Converting the Modern B2B Buyer
And don't miss out -- there is still time to register for MarketingSherpa’s B2B Summit 2011
in San Francisco, CA on October 24-25.Useful links related to this chartB2B Marketing Infographic: How are B2B marketers optimizing their funnel?B2B Tactics: Maximizing marketing efforts in a tough economy Leads tripled, conversions doubled with revamped Web contentMarketingSherpa 2012 B2B Marketing Benchmark Report