A Lead is a Lead…or Is It? Creating a Universal Lead Definition

Nancy Pekala
B2B Marketing
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Key Takeaways

Organizations need a universal lead definition that both marketing and sales teams can agree to and adopt.

61% of B2B marketers admit to sending leads directly to Sales without qualification.

Assemble both sales and marketing teams together for a meeting led by a facilitator within the organization that both groups respect.

Are all leads created equal? Ask the marketing and sales teams within any B2B organization and ​you might get two very different answers.  Increasingly, organizations are finding that what is really needed is a universal lead definition that both marketing and sales teams can agree to and adopt.

Not convinced?  Consider that a whopping 61% of B2B marketers admit to sending leads directly to Sales without qualification, according to the Marketing Sherpa 2012 B2B Marketing Benchmark Report.  In addition, two-thirds (75%) of marketers still don’t have a formal lead generation process or guidelines.

Learn how how to get started creating a universal lead definition for your organization and what criteria you can use to improve your lead generation process.  

The following article is available exclusively to B2b Marketing Newsletter Subscribers.

     

Author Bio:

 
Nancy Pekala
​npekala@ama.org is the AMA's Senior Director of Online Content and Editor of B2B Marketing.

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