Chapter 2
Identifying Your Leads
In This Chapter
Working towards your definition of a good lead
Creating organizational alignment for lead acquisition
Mapping sales and buying stages for lead generation success
Understanding when a lead is ready to buy
What is a lead, anyway? And more importantly, what is a good lead? In searching for the perfect definition of a lead, I came across a blog post on the Marketo website that addressed this discussion exactly. Here is what the leading industry thought leaders had to say on the subject.
Jon Miller, cofounder of and VP of marketing for Marketo, says, “In Marketo’s revenue cycle, a lead is a qualified prospect that is starting to exhibit buying behavior.” Craig Rosenberg, sales and marketing expert and founder of the awesome blog The Funneloholic, states, “There are two elements to a lead — demographic and psychographic. When it comes to the psychographic element, your definition of a lead will depend on your company, where you’re selling, and who you’re selling to.”
A pretty solid start, but ultimately your definition of a good lead is ...
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