Marketing is clearly committed to improving the level of support to sales, but there are challenges to delivering on that promise. While budgets remain tight, the CMOs interviewed for this white paper, 2013 Lead Management Optimization — Key Trends Analysis, shared their forward-thinking strategies for sustaining the efforts of sales to turn interest into revenue.
This white paper explores some of the key themes regarding lead optimization, including:
- New customer acquisition is a shared top objective of sales and marketing;
- Data accuracy is aligned to the success that marketing has in generating leads for sales;
- Additional lead to opportunity conversions occur most often when sales and marketing are both involved; and
- Effective scoring reduces the number of leads sent to sales and dramatically increases close rates.