Don't create demand only to lose it by having a terrible buying process.
We've got our very own Carl here at Refine Labs and he knows all about how sales need to adjust to take advantage of marketing teams creating high levels of demand.
Join us tomorrow at 1:00 PM ET as Carl Ferreira talks about “The B2B Last Mile: Optimizing The Inbound Sales Process for High Intent Demand."
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About Author
I’ve been both a B2B sales leader and a marketing and sales and customer service leader .
But way more B2B sales experience. Listen back to yourselves as marketers and you’ll know why sales people and even sales leaders are suspicious of you .
Years and years even decades of MQLs where you give us a thousand leads and 1% convert? Back in 2018 they were top marketing leaders say wow! After reading a study we probably should have been fired. Exactly
So sales leaders and salespeople are going to be suspicious of you of course .
It’s not rocket science though at all. When I was a director of marketing and sales and customer service I was the boss we all got along and marketing wasn’t the arts and crafts department We drove demand! We prove to sales that are opportunities not leads converted at 30 to 40%. It’s not that tough to get alignment but marketing has to prove first that they know how to drive demand which 98.9% do not.
If we’re fine labs gave me a thumbs down man that hurts 🙂 I’m a huge fan. You guys and ladies are rocking the marketing world.
Wow! This is so spot-on. I’ve been in B2B sales for 30 years and 10 years of that I was a marketing leader too. And was a marketing leader I basically did sales because I was so frustrated that marketing did not produce any customers .
I’ve worked for huge companies and at two different companies large and small the marking department when I ask about leads that actually converted they said we’re not in sales. Refine labs is finally made marketing accountable like sales for revenue and unfortunately many are failing.
Keeping things positive, my big believer in refine labs HIRO pipeline model for marketing. It gives benchmarks on close rates and holds them accountable.
Alignment between marketing and sales is not tough at all. At any time in my career which never happened, if marketing when it came to me and said we’re going to give you some opportunities not leads opportunities that close at 25% I would have loved loved marketing.
I commend refine labs for they have done.