Many businesses are experiencing a common problem. Lead generation efforts producing at better than expected levels; but this is not being reflected in the rate of conversion to revenue. The most likely cause is that business processes are not configured to keep up with the way technology has changed the way prospects and customers interact with your business.
What creates the gap in the marketing and sales funnel? A prospect fills out a contact form or downloads an e-book and then their contact information is moved into the sales process, even if they are not ready to buy. This one-step process does not address all stages of the buyer’s journey. It also does not set the stage for marketing and sales to work together to assist the prospect in the conversion process.
The creation of an effective sales development program with solid lead-nurturing campaigns in place fills the void and places marketing and sales in complete alignment.
If your organization is only allowing marketing and sales to have customer interaction at designated and distinct stages of the customer lifecycle, it’s time for change. Measuring sales and marketing team performance through metrics alone, like MQL-to-SQL conversion rates, can make your customers feel that they are being handed off from one department to the next. Treating each department as a stand-alone entity can lead to redundancy and encourages a disconnect between strategy and results.
Syrock can help you connect marketing and sales across the full customer lifecycle, breaking down internal silos to accelerate your revenue engine through alignment.