Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Aug 11, 2009

New Chart: Generating High-Quality Leads is B2B Marketer’s Number One Challenge

SUMMARY: The call from the sales force is not “Give us more leads,” it’s “Give us better leads.” Marketing is aware of this issue, as this chart shows, and is responding to the challenge.

Generating High-Quality Leads is B2B Marketer’s Number One Challenge

View Chart Online

Click here to see larger, printable version of this chart

Depending on your lead generation process, lead quality may be the result of either the original state of the lead or of a nurturing process to determine if and when the lead is sales-ready. The latter case "a nurturing process" also addresses the second most significant challenge shown in the chart above: marketing to a lengthening sales cycle. A strategic nurturing process not only identifies when a lead is sales-ready, but can pinpoint at what stage the prospect is in the lengthy buying cycle for forecasting timely opportunities.

When the quality of a lead is dependent on its original state, this usually means that all but the most obviously disqualified leads are simply handed off to the sales force as they are generated. Surprisingly, this practice is still very common in B2B marketing.
See Also:

Comments about this Article

Aug 12, 2009 - Margo Volterra of B2Buzz says:
I suspect that the #1 "challenge" is caused by the old school idea: "bang out the calls, and that more is better". Having been at professional lead generation for two plus decades, I know what it takes to get high quality results and marketing to lengthen sales cycles.

Aug 17, 2009 - Sergio Balegno of MarketingSherpa says:
Thanks for your comment, Margo. You're right, when it comes to leads, more isn't better - better is better! Sergio

Aug 18, 2009 - Nicole Filiatrault of IT World Canada says:
I also agree - it's all in the definition of what "high quality" is... usually, sales and marketing will agree that it's way better to have 10 truly great leads than 1,000 mediocre ones.

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.