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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth by Phil Fernandez

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Key Points

  • Fewer than a quarter of early-stage buyers whose contact information has been captured by marketing are actually sales-ready.
  • Prematurely turning leads over to sales can both alienate potential customers and aggravate the historical friction between sales and marketing.
  • Lead nurturing cultivates, tracks, and maintains contact with leads to the point where they either become sales-ready or have opted out of the process. It involves communications in both directions and is most effective when individualized to each buyer.
  • Scoring helps to focus the sales team’s efforts on those prospects most likely to buy, particularly when the scoring system is the joint product of both sales and marketing.

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