Just generating a bunch of inquiries and leads from different sources…I consider that to be ‘motion.’ ‘Action’ occurs when you have a system in place to ensure 100% follow-up of the results over an extended time (an average sales cycle). Action (follow-up) in successful companies today is most often initiated by a marketing automation system, which doesn’t wait for the sales person to do his or her job. If that is what marketing is waiting for you are mistaken in thinking salespeople care.
Inquiries are still abandoned by sales reps at alarming rates (65-90% are said to be never followed-up); the marketing department has to pick up the chore and finish the lead contact and nurturing job.
Why it Matters
“Sales Lead follow-up in successful companies today is most often initiated by a marketing automation system, which doesn’t wait for the sales person to do his or her job. If that is what marketing is waiting for you are mistaken in thinking salespeople care.”
I know for a fact - the companies that nurture and follow-up 100% of their inquiries and turn what is “turn-able” into leads sell more than those that don’t; 200%-400% more is not uncommon which is touted by the marketing automation companies.
There is enough research from the marketing automation companies to know that this is no longer just an opinion but established fact. If you want to get the greatest return on your lead generation ‘spend,’ you have two choices:
- Use a CRM system that has a queuing feature. Salespeople must follow-up 100% of the inquiries and not give up until the inquirer says they have bought or will not be buying. By having the sales leads presented to the salespeople by a CRM queing system (VanillaSoft comes to mind but there are others) follow-up is more predictable.
- Use a marketing automation system. By spending a few extra bucks each month, a marketing automation system helps marketing nurture the inquiry until it is ready to turn over to sales or will nurture it during the salesperson’s follow-up process. The two departments will be co-equals in pursuing the inquiries/leads until the person buys or dies. Of course, good marketing automation systems do much more – look up Hubspot.
While both Sales and Marketing are responsible for ‘action,’ Marketing needs to take the lead in determining who will do what and in establishing the timetable. A marketing automation program such as Marketo will double down on your return on investment.