SUMMARY: Leads are the lifeblood of the B2B complex sale. But if Marketing directly passes volumes of harvested leads to Sales, many promising prospects may not be ready to become customers. In fact, 73% of B2B leads are not sales-ready, according to our 2012 B2B Benchmark Report.
One answer is to implement lead scoring to help determine when prospects are actually ready to speak with Sales. See how a HR consultancy added lead scoring to its existing marketing automation and CRM environment, and in less than one year, decreased leads sent to Sales by 52% while increasing revenue by 41%.