Align The Marketing & Sales Lead Management Process From The Bottom Up
When we think about marketing and sales integration, and the responsibilities each team has to the other, we're more often inclined to think of what marketing does that contributes to the success of sales vs. how sales contributes to the success of marketing.
We think of how marketing funds sales by attracting more prospects to your website; How marketing is generating new leads to be passed on to sales as part of your lead management process; And how marketing is providing sales with the collateral and resources they'll need to share with prospects as part of your inbound sales process.
Despite the significance and impact that marketing efforts can have on the success of demand and revenue growth in a company, marketers don't always know exactly what kind of results their efforts should yield.
To drive results and build a fully integrated marketing and sales process, sales needs to hold marketing accountable for completing their half of the conversion funnel and marketing needs to understand clearly the numbers sales needs to hit for your company to achieve its revenue goals.