SORTING THE WHEAT
FROM THE CHAFF RICHARD HILTON explains how to get smarter with lead generation
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s every sale begins as a lead, the effectiveness of an organisation’s lead generation process ultimately determines the extent of a sales leader’s future success. The more ambitious the sales goals, the more important – and challenging – the lead generation process becomes. Sales leaders continue to recognise lead generation as a top challenge. According to 38% of respondents surveyed for CSO Insights’ 2018-2019 sales performance report, Selling in the Age of Ceaseless Change, the “inability to generate enough qualified leads” is one of the greatest barriers to achieving success this year. 20 WINNING EDGE
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RICHARD HILTON is managing director EMEA at sales training and coaching specialist Miller Heiman Group. Email info@millerheimangroup.com or visit millerheimangroup.com
Despite a constant focus on leads, many sales leaders still struggle to articulate clearly what a lead is, where their leads actually come from, which leads are best, who should own leads, and how technology can improve lead effectiveness. BUT WHY? THE ANSWERS ARE IN THE DATA Many people assume that the marketing function holds primary responsibility for lead generation. However, CSO Insights’ data tells us that sales, marketing, and, to a lesser degree, service and referrals, are all common sources of leads – and sales leads the way. Sales generated over half (53%) of leads in 2018, compared with just 20% generated by marketing. That figure may come as a shock, given the increased use and sophistication of technology in marketing functions. With almost 7,000 marketing solutions on offer in 2018, new ISMPROFESSIONAL.COM
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