Warm or cool leads generated by marketing are typically just annoyances to sales people–ones that get in the way of their “real” work. Here’s how smart companies handle CRM and their marketing and sales teams to put a stop to the waste and increase revenue.
I have worked with many different sized companies helping them to scale their business. One of the key things I always look at is this: How does the sales force get leads, and what do they do with them?
Generating leads is at the center of most marketing mandates, yet most companies never really take full advantage of their investment in those leads. And when they think about scaling the business, they think they need to generate even more leads. I see too few companies invest in getting more revenue out of the leads they have.
One of the universal truths I have seen is that sales people basically hate leads that are generated by marketing. Unless, of course, the “lead” is ready to buy.
