If you have never been confronted by a sales person over lead quality, you can stop reading this blog post now:
The primary source of tension between marketing and sales is
this: Marketing wants to know what sales does with all the leads they
generate. In response to the question, sales says, “What leads? Those
leads were awful; send us better leads.” Sound familiar?
The basic problem is that marketing and sales don’t agree on what
constitutes a lead. The deeper issue is that many marketers are still
learning what it takes to develop truly qualified demand and pass the
right information to sales in a way that helps sales to progress an
opportunity quickly and consistently.
On Friday, Forrester published new research on one of the most active groups of people ever seen when it comes to social participation -- buyers of technology products in the business-to-business (B2B) sector.
I teamed up with Oliver Young to write the report, "The Social Technographics of Business Buyers," based on a survey conducted online between December 2008 and January 2009; you can access the full report if you're a Forrester client, or arrange to buy it if you are not. You can also register to download the slides or hear the replay of our Webinar on the topic.
Two things before I start: 1) A big "Thank You' to everyone who commented on my blog posts, emailed me, or spoke to me by phone about the research called "How To Avoid B2B Marketing Obsolescence", and 2) No, I really don't believe B2B marketers will become obsolete. That was just a title that would get you to read further!
For those of you frustrated by the survey tool at which I pointed my last post, I would like to apologize for wasting your time and missing the opportunity to engage you when you were most interested.
Merv and I are are providing expertise and contributing the Forrester brand name to the Customer Reference Forum for this survey. We are not working directly with the survey execution team. The CRF has been terrific to work with, but I did not check a few of the small details on survey access parameters before posting this and now those details have bitten me as links that don't work or make the survey look closed when it is not. This is also why I haven't replied in Web 2.0-time to your posts pointing out the problem.
I think the area of research will prove very interesting as we bring it out early next year. For those of you still willing to participate -- thank you so much for your patience! -- you can find the survey link here.
Again, thanks for your patience and support on this.