We believe the lack of sales lead follow-up by salespeople (a persistent rumor of 75-90%), has to do with their disrespect for the time, effort and cost marketers expend to find the inquirer. They don't know how much it costs to find qualified prospects. Plus, most don't know the that nearly half of the inquirers they get will turn into a sale for someone. They obtain sales leads too cheaply with little effort on their part.
Why its Important:
"Half the B2B inquires created by marketing will turn into a sale for someone. Ok, maybe not half, only 45% on average."
Give a salesperson ten inquiries a month and they follow them up; give them 30 and they have a different opinion. Suddenly they do not have the time; most they say are not worth their effort. I've found that more than 25 inquiries a month without a qualification or nurture process spells wasted marketing dollars. This means that 75-90% of the lead generation dollars are wasted. Unless you are a rare company and you have a 100% lead follow-up policy.
It's a pity more marketers aren't better at proving the ROI for their programs. I guess more should read Dan McDade's book: The Truth About Leads
And whilst you are at it to improve sales lead follow-up, Check out David Lewis' book Manufacturing Demand, The Principles of Successful Lead Management.
Another famous Thomas Paine Quote:
"To argue with a person who has renounced the use of reason is like administering medicine to the dead." A salesperson who unreasonably said that they have never gotten a lead that turned into a sale, has renounced reason.