by Jen Doyle, Senior AnalystHow Organizations Manage Their Marketing-to-Sales ProcessesClick here to see a larger, printable version of this chart
Which best practices are marketers not
using to manage their marketing-to-sales process? The one that stands out here is the ability to hand leads back to marketing when they’ve proven to not be sales-worthy. These leads are typically qualified prospects that simply aren’t ready to purchase. And not having a process to handle these prospects is a missed opportunity that allows these future sales to slip through a gaping crack in the pipeline.
Lead scoring has become an important element of the marketing-to-sales process. More than half of business technology organizations have a system to rate leads.
Assigning points to various lead characteristics determines a lead’s "score." But many scoring systems have become overly complex, often discouraging marketing and sales from using them diligently. Originally, scoring was simply based on a few descriptive words, such as "qualified" or "warm" and as such, was easier to use.
For additional research data and insights about B2B marketing, download and read the free Executive Summary
from MarketingSherpa’s 2009-2010 B2B Marketing Benchmark Report