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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