‘Are Your Reps Butchering Your Early Stage Leads?’ – Forrester
Lori Wizdo says, “Many lead-to-revenue practitioners are struggling to find the right process to manage the inbound leads (well, just traffic, really) that their successful content marketing and thought leadership is generating. The most commonly mentioned challenge is whether or not to pass these leads to inside sales (or business development reps) to quickly sort out the ‘hot leads’ from the nurturing candidates. I generally recommend against using traditional inside sales reps for this because they can’t stop themselves from using ‘late stage’ offers like meetings, demos, and free trials to pre-emergent leads. These offers not only alienate buyers, they frustrate the inside sales rep, who then complains about lead quality. Here’s a wonderful example that dropped into my inbox, recently“.
Comments are closed.
