By Lisa Cramer, President, LeadLife Solutions
I speak at a number of events, on webinars and in one on one discussions with prospects. One of the latest events I spoke at was uncharacteristically full of sales execs versus marketing executives. We mostly speak to rooms full of marketers anxious to learn about marketing automation and how to apply it to their businesses. However, in more and more events we see sales and marketing executives working on the lead management process together. So after surveying the room, I anticipated a lackluster response to my topic about lead nurturing and its effect on revenue. I was dead wrong.
The audience couldn’t have been more interactive, copiously taking notes and making sure they understood exactly what I was saying. Essentially this focus seemed to be about these sales executives starting to understand why the dynamic in their world of selling has changed. They all were struggling with it but having a difficult time understanding what was happening. The reality is the buyer has the leverage, and as a matter of fact, doesn’t even have a conversation with the vendor/supplier until they’ve proceeded through 60% of their buying process (Corporate Executive Board). To a lot of these sales guys that was shocking, staggering and scary. So the question in the room then became what can sales do to get in front of people?