Hey, I looked around and didn’t see too many salespeople at today’s Sales 2.0 Sales and Marketing Conference in San Francisco. Lots of tools discussions and vendor names and lots of lead scoring, metrics and turning suspects into prospects. Spunds like major marketing lingo to me.
My ears perked up as I listened to the Demand Generation Tactics that Create Synergy between Sales and Marketing session moderated by Craig Rosenberg. He had two panelists from the Marketing and Ops side talking about their lead generation efforts to build pipeline and measure success. Then someone asked with all this tool integration and sophisticated analytics, how many marketing organizations are tied to numbers for results. How many carry a quota? I looked around and several raised their hands.
And suddently I sensed the cultural divide. If marketing has more skin in the game, they won’t trust salespeople to qualify leads and with all these sophisticated tools, marketing actually can manage the leads through the funnel which means they are tapping into your funnel. Especially since that Customer 2.0 is so independent and like to self-educate, they just want to call when they are ready to buy- and certainly won’t know the difference between a sales or marketing person helping them finalize the sale.
How do you feel about having the marketing team manage your sales funnel? Or holding you accountable for every lead they pass over?
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