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An Optimized Lead Management Process Will Significantly Impact the Sales Funnel

An optimized lead management process will significantly impact the sales funnel by increasing the conversion of qualified leads to qualified opportunities.  However, several implicit and explicit factors can prevent the optimization of the lead management process.  Specific questions to address include: Does Sales or Marketing own lead management? Have clear goals been set for the [...]

Infographic – The Marketer’s Guide to B2B Sales

In order for marketing to be highly correlated to revenue, marketing has to be tightly integrated into the B2B sales process.   To effectively integrate marketing into the B2B sales process requires delegating the front-end of the sales process to marketing and this can be successfully accomplished through a sales and marketing plan.  To achieve a [...]

Demand Generation Plan: The Process – Part 2

In Demand Generation Plan: The Process – Part 2, the mechanics of building an integrated demand generation plan are discussed.  Specifically, the topics covered include: Elements of a campaign The integrated campaign The integrated program planning framework The target account profile Go-to-Market messaging Content throughout the funnel Journey board Demand generation vehicles How to support [...]

Demand Generation Plan: The Process – Part 1

When designing an effective demand generation plan, it is important to have goal alignment as documented in the sales and marketing plan and to create and apply a managed, repeatable process.   The demand generation planning process typically starts with market sizing since it is critical to know if a market is large enough to support [...]