Generating a bunch of inquiries and leads without a consideration for lead follow-up and nurturing …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).
When inquiries are abandoned by sales reps at still alarming rates (75-90% are said to be never followed-up by a sales representative), the marketing department has had to pick up the chore by lead nurturing. Lead nurturing isn't new, it started in earnest in the early 90's.
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. If you want proof, review any of the marketing automation stats, back by thier research. If you want to learn more, try Hubspots free training course on sales lead management.
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:
1. Salespeople must follow-up 100% of the inquiries and not give up until the inquirer says they have bought or will not be buying.
2. Marketing will 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.
Marketing has been increasingly inserting itself deeper into the sales funnel. 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.
Have you mistaken motion for action?