Traditional marketing – at it’s best – generates ‘top-of-the-funnel’ leads while traditional sales – at it’s best – converts a small percentage of those leads into sales. While in the meantime, marketing blames sales for not delivering enough new business, and sales blames low customer conversion on the lack of quality support from marketing. So what’s the missing link?
This old school theory of Interruptive Sales or “finding the customer rather than the customer finding you” via print, TV and radio media results in ‘leads’ hitting the ‘funnel’ for the sales team to cherry-pick from the ‘top’ based only on their own per-conceived notion of a ‘good lead’… while in reality, only 5% of these leads are ready for that all-important ‘sales call’. So, what happens to all the leads? How are they nurtured into a sales ready position?