Comments on: IDC sales barometer highlights urgent need for lead gen http://blog.themarketingpractice.com/leadgenengine/idc-sales-barometer-highlights-urgent-need-for-lead-gen 10 years, 10,000 campaigns: B2B marketing strategies that really drive sales Thu, 02 Feb 2012 23:24:48 +0000 http://wordpress.org/?v=2.8.4 hourly 1 By: Lindsay Willott http://blog.themarketingpractice.com/leadgenengine/idc-sales-barometer-highlights-urgent-need-for-lead-gen/comment-page-1#comment-377 Lindsay Willott Wed, 04 Feb 2009 11:32:31 +0000 http://blog.themarketingpractice.com/?p=616#comment-377 @Britton - very interesting question. From people I'm speaking to, it sounds like lead generation has gone from being one of many measures on a KPI dashboard to the only measure. It's that singularity of focus that's driving behaviour. With such a focus on lead gen and conversion, marketing teams able to push back on the other demands made on them. My only concern is that this might lead to "knee jerk" campaigning - rather than taking the time to craft a joined up process that's durable in the long term. @Britton – very interesting question. From people I’m speaking to, it sounds like lead generation has gone from being one of many measures on a KPI dashboard to the only measure. It’s that singularity of focus that’s driving behaviour. With such a focus on lead gen and conversion, marketing teams able to push back on the other demands made on them. My only concern is that this might lead to “knee jerk” campaigning – rather than taking the time to craft a joined up process that’s durable in the long term.

]]> By: Britton Manasco http://blog.themarketingpractice.com/leadgenengine/idc-sales-barometer-highlights-urgent-need-for-lead-gen/comment-page-1#comment-376 Britton Manasco Wed, 04 Feb 2009 00:51:00 +0000 http://blog.themarketingpractice.com/?p=616#comment-376 It's strange (and interesting) that companies would wait until there's a downturn to do the right thing -- to engage in the efforts that would maximize sales (and marketing) productivity. Why is that I wonder? But, anyway, I think it's clearly a good thing that sales and marketing are more clearly delineating the division of labor that should guide their actions. Marketing, as I see it, should own the "sales ready lead." It's marketing's responsibility to produce it and the less time that sales spends prospecting in the cold, the better. But it's also good because sales can concentrate on building the elite and sophisticated skills necessary to guide the buyer through the final stages of a complex sale. But back to my original question: What has changed to encourage companies to do what they should have done all along? Any thoughts on that? It’s strange (and interesting) that companies would wait until there’s a downturn to do the right thing — to engage in the efforts that would maximize sales (and marketing) productivity. Why is that I wonder? But, anyway, I think it’s clearly a good thing that sales and marketing are more clearly delineating the division of labor that should guide their actions. Marketing, as I see it, should own the “sales ready lead.” It’s marketing’s responsibility to produce it and the less time that sales spends prospecting in the cold, the better. But it’s also good because sales can concentrate on building the elite and sophisticated skills necessary to guide the buyer through the final stages of a complex sale. But back to my original question: What has changed to encourage companies to do what they should have done all along? Any thoughts on that?

]]> By: Christopher Doran http://blog.themarketingpractice.com/leadgenengine/idc-sales-barometer-highlights-urgent-need-for-lead-gen/comment-page-1#comment-374 Christopher Doran Tue, 03 Feb 2009 20:34:36 +0000 http://blog.themarketingpractice.com/?p=616#comment-374 No doubt - best in class marketers are aligned with sales goals and quotas. Marketing budgets must be allocated to meet these goals. It's no longer the "sales" pipeline - but a "marketing/sales" pipeline. No doubt – best in class marketers are aligned with sales goals and quotas. Marketing budgets must be allocated to meet these goals. It’s no longer the “sales” pipeline – but a “marketing/sales” pipeline.

]]> By: Mdaz77 http://blog.themarketingpractice.com/leadgenengine/idc-sales-barometer-highlights-urgent-need-for-lead-gen/comment-page-1#comment-373 Mdaz77 Tue, 03 Feb 2009 18:41:26 +0000 http://blog.themarketingpractice.com/?p=616#comment-373 Sarah's just pointed this article out to me; I think I agree up to a point (this may be the reaction of most sales operations), but it would be a shame if they're not paying attention to the advice Neil Rackham has on selling in harder times: http://www.gazelles.com/sales_summit/Rackham_Selling_Harder_Times.doc If sales spend too much time pushing marketing to run lead gen campaigns, they may lose focus on their best customers and deals. The trick is for marketing to pick up the slack and sort out lead gen as well as even helping sales with key accounts if they can. Sarah’s just pointed this article out to me; I think I agree up to a point (this may be the reaction of most sales operations), but it would be a shame if they’re not paying attention to the advice Neil Rackham has on selling in harder times: http://www.gazelles.com/sales_summit/Rackham_Selling_Harder_Times.doc

If sales spend too much time pushing marketing to run lead gen campaigns, they may lose focus on their best customers and deals. The trick is for marketing to pick up the slack and sort out lead gen as well as even helping sales with key accounts if they can.

]]> By: Sarah Khan http://blog.themarketingpractice.com/leadgenengine/idc-sales-barometer-highlights-urgent-need-for-lead-gen/comment-page-1#comment-372 Sarah Khan Tue, 03 Feb 2009 18:35:13 +0000 http://blog.themarketingpractice.com/?p=616#comment-372 From your summary, it sounds like sales people are starting to get on board with marketing more than ever? I can understand how this would be the case, if they don't have enough budget so want to influence the way that marketing spends its own funds. I think it's up to marketing to be ready to react positively to this (rather than defensively). Anyway, I'm off to read the article now! From your summary, it sounds like sales people are starting to get on board with marketing more than ever? I can understand how this would be the case, if they don’t have enough budget so want to influence the way that marketing spends its own funds. I think it’s up to marketing to be ready to react positively to this (rather than defensively).

Anyway, I’m off to read the article now!

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