Nurturing

It’s Not About Having the Leads You Want; It’s About Wanting the Leads You’ve Got

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Marketo Foundation Series

Brian Carroll, author of Lead Generation for the Complex Sale, writes:

It is not accurate to say that generating more sales leads is the key to hitting revenue targets. As a matter of fact, most companies need to do a better job of managing leads they already have.

Read that sentence again. I’ll wait.

It is not accurate to say that generating more sales leads is the key to hitting revenue targets. As a matter of fact, most companies need to do a better job of managing leads they already have.

Let me pause for a moment while the magnitude of that statement sinks in. I can see your face now – it’s as if I just told you that the ruby slippers you’ve been wearing all along can get you home and the karate moves needed to crush your enemies bear a striking resemblance to waxing a car. Yes, Virginia, you’ve had the power inside you all along. But before you get too excited, read Carroll’s next sentence:

There is little point in adding more leads to a bad process precipitated by poor lead management when the result only consumes budgets and fosters wasted opportunities.

Carroll’s point is simple: quite often, the secret to growing a company’s revenue is not in generating more leads; it’s about nurturing existing leads until they are ready to purchase. In too many organizations, the marketing department is focused on producing lots of leads, and simply passes them all over to the sales department without any further qualification. The sales department must now spend its time sifting through leads of dubious quality, all the while grumbling about the marketing department. Nobody wins.

If, however, the marketing department can institute an effective lead nurturing process, leads aren’t passed to the sales department until they have been qualified, and everybody’s time is used more effectively. So how do you develop an effective lead nurturing process? Well, I hate to give away the ending to the book. So instead, I’d like to invite you to the first webinar in our¬†Revenue Masters Spring 2012 Series¬†featuring Brian Caroll speaking on this very topic. We’ll be hosting it in conjunction with Brainshark and the American Marketing Association and you can register to attend for free.

Register Now