Have you listened to what your peers (and bosses) say is keeping them up at night? We did.
Today my company is making a podcast available to the public that captures my live, January 19 radio interview with Jim Obermeyer of the Sales Lead Management Association. We discussed my company’s research on lead-to-revenue strategy in the age of digital disruption, plus our 2017 State of the Industry Report: B2B Marketing and Lead-to-Revenue.
I’ve been a public speaker for decades and have been a guest on numerous national and international programs discussing everything from marketing and sales strategies for SaaS software companies to how my local business association can create more jobs in the region. But I’ve rarely enjoyed a chance to communicate more.
Sales Complains, Marketing Disdains?
Jim and I think about and act upon these topics all day, every day. Some of the topics we discussed were hard to talk about, chiefly because they represent the customer pain points that we see over and over again when dealing with B2B marketers. Our new survey research uncovered why these problems are perennial and, frankly, a little bit exhausting to tackle year over year, quarter over quarter (except, of course, when we get to solve them for our clients). Here are some of the chief issues:
- Only 41% of respondent companies were somewhat or very satisfied with the amount of leads generated by the marketing teams. Why do sales teams complain so much about both lead quantity and quality? And what is preventing marketers from solving this issue once and for all?
- Why do marketers have to come up with new and even more compelling KPIs to justify their existence? What can we measure (conversion rates, brand awareness) that will actually get us more budget next year instead of less?
- What can be done to alleviate the “ineffectiveness of lead management” that so many B2B companies are struggling to overcome? Is the solution more technology, better people or more efficient processes (or perhaps all three)?
We were a little surprised about what our survey said…
Source: Christopher Ryan