Technology’s Role in Determining How Sales and Marketing Work Together

Lead Management


Q. How is demand being generated within your organization, and how much is marketing expected to drive vs. sales?

This was the first of four questions in our latest Revenue Masters webinar titled: Key Questions Sales Leaders Must Ask To Ensure Revenue Success. The live session was hosted and moderated by Gerhard Gschwandter, Founder and CEO of SellingPower, and featured Bill Binch, VP of Sales and Customer Success at Marketo, and Barry Trailer, Co-Founder of CSO Insights.

The answer to the first question is: it depends. One of the deciding factors is technology. Barry Trailer presented results of a recent survey which demonstrated how sales and marketing roles are influenced by the use of Lead Generation Management (LGM) systems. The survey found that:

  • Marketing plays a larger role in lead generation amongst companies that use a lead gen management solution.
  • By having a lead management solution, 56% of companies have a good or excellent ability to use their marketing databases and tools to drive prospect interactions.  For sales and marketing teams that don’t, the number is considerably smaller.
  • Lead generation management tools shift the work load of nurturing leads from sales towards marketing. They allow marketing to take care of supplying prospects with relevant content and keeping the brand front of mind over the course of the revenue cycle.

Lead Generation Management and Marketing

In organizations where marketing is able to lend strong support to lead generation and lead nurturing, sales can devote more of its resources to the pipeline’s active revenue opportunities. This way, technology is an enabler for marketing, but more importantly, an enabler for how sales and marketing teams can better work together.