Silverpop - Having Trouble Aligning Sales and Marketing? Part I
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Having Trouble Aligning Sales and Marketing? Part I

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by: Will Schnabel (@wschnabel)
04 January 2008

With the holidays among us we should all be in the giving spirit, right? This is the perfect time for sales and marketing to get on the same page for a fresh start in 2008. You may think this is an impossible feat. But it isn't.

If you are not already on the same page with your sales organization on what exactly is a “qualified lead,” you need to be. This is the first step to successfully routing leads to sales and measuring marketing ROI.

If you are on the same page, revisiting progress and reviewing needs is imperative. One of the best lessons I've learned over the years is that change is constant. This is especially true for marketing, and the rapidly evolving marketplaces in which it operates. You should hold at least bi-monthly meetings between sales and marketing leadership and discuss (at a minimum):

• The quantity of the leads generated by marketing
• The QUALITY of the lead generated by marketing
• Approach to marketing to leads after passed to sales (nurture marketing approach)

So, start the conversations about defining a “qualified” lead and in my next post, I'll cover the steps to implementing lead scoring – a critical step for a successful 2008.




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