8. Lead Qualification

To borrow a page from Law and Order, when it comes to business-to-business (B-to-B) lead generation, marketing and sales have separate, yet equally important roles to play. Marketing provides qualified leads to sales, and then sales works the leads until they convert to revenue or are declared otherwise resolved. This division of labor increases sales force productivity by ensuring they’re not wasting time with unqualified leads or prospects who are never going to buy.

However, the system works only if marketing thinks quality, not quantity, in generating leads. You do not want to send every possible lead over to sales. The objective is to generate enough qualified leads so that each sales territory is optimally busy, productive, ...

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