A Solution to Lost Leads

For many organizations, the middle of the funnel is where leads go to die. Marketing says they delivered hundreds of leads, and sales says all the leads were bad. In fact, the problem was never with leads—it was with the process. There are two important steps that are being skipped that are forcing organizations to…

Are Your Sales & Marketing Messages in Sync?

  Sales and marketing messages drift over time. While this notion isn’t new – it is certainly more pronounced as we market during COVID. Sales teams talk to customers in the field and shift their message, tone, and approach in real time – while the marketing team is still executing against a strategic plan. And…

Connecting Marketing and Sales Through the Customer Lifecycle

The goal of most B2B marketing programs is lead generation. While defining the buyer funnel provides an understanding of the overall buyer journey, outlining the customer lifecycle helps organizations identify how marketing and sales can work together most effectively, including roles and responsibilities, lead hand-off best practices, and contact management within the customer relationship management…