When Should Marketing Hand Leads To Sales?

| July 18, 2017

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While it’s true that inbound marketing works to generate as high quality, relevant leads for the business as possible, it’s still important that marketing knows when to hand leads to sales - and knows which leads should be prioritised - to avoid wasted time and resource. Does your sales department feel that the leads marketing hands them are great quality? Equally, does your marketing department feel that sales are effective at following up and closing the leads they send? If the answer is ‘no’ on either or both counts, you may need to review your lead qualification, management and handover processes.  Having a marketing/sales disconnect (and as a result, prioritising poor quality leads) is a common concern for many organisations. As we’ve seen from the latest HubSpot State of Inbound report.

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PathFactory

Content is at the heart of all B2B marketing, yet the data most marketers collect about content engagement today is incredibly limited. It provides unreliable buying signals and insufficient insight into content performance. Without key insights about how buyers consume content along the path to purchase, delivering the right content to the right person at the right time is impossible.

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