Marketers are also frequently sending their inside sales team leads who don’t answer the phone. If your inside sales representatives cannot get a hold of highly qualified leads, then they cannot be converted into pipeline.
These challenges make it difficult for Sales and Marketing teams to be aligned throughout the funnel and buyer journey, ultimately impacting the goals of both departments and leading to further misalignment. Worse still, this affects Sales’ perceptions of Marketing leads for the future, making it very difficult to gain trust back with sales representatives who feel they have wasted their time on unqualified leads in the past.
Overcoming Lead Generation Challenges with Sales-Marketing Alignment
You can’t expect leads to convert on their own. They have to be appropriately nurtured and Sales needs to be armed with the insights and training to convert leads that are introduced to their cadences. This does not mean leads should be over-nurtured until they’re no longer in-market. Rather, you need to define the minimum necessary insights needed for leads to be routed to Sales and then train your sales reps in how to use that information to capture conversions quickly.
While marketers should continue to assess their lead generation sources, it is even more important to take a holistic review of what you are doing with those leads before making knee jerk reactions to switching vendors. It is critical to make sure your demand generation partners are not just a ‘delivery source,’ but are working with you to accelerate your pipeline across all stages of the buyer journey. Otherwise, you’ll miss out on valuable opportunities when buyers are in-market.
With quality leads, shared benchmarks around lead qualification, and proper lead handling, your Sales and Marketing teams can work together to convert leads seamlessly throughout your funnel – and turn lead qualification into your biggest strength.
Want more insights into the latest demand generation trends affecting Marketing and Sales teams? Download our 2023 B2B Tech Demand Generation Trend Report.