Without a shared definition of a qualified lead, sales usually complain marketing people are sending them leads that are not ready.
A qualified lead is when the marketing people determines that a lead is ready to be passed to sales people.
Establishing the definition of a quality lead to small businesses needs a cooperation between sales and marketing people.
The definition must/should consider demographic, situational, behavioral information and any other information that shows clearly why the lead is ready for sales.
So how do you identify a qualified lead?
Must be demographic fit
Check on the demographic parameters such as company size, industry, job title and geographic location.
Must demonstrate relevant engagement
Look at the leads activity history for example opening emails or downloading and eBook or attending a webinar etc. a qualified lead will display a productive engagement.
Must be ready to speak to sales
This will nurture confidence in your process.
The following are the steps of developing sales and marketing alignment.
Develop a qualified lead definition.
Your sales and marketing people must take their time in developing a qualified lead definition.
Refer to your buyer personas as a starting point.
Use your target buyer personas as a starting point for your qualified lead definition.
Set the demographic qualification.
Include company size, location, the buyer’s role, or industry etc.
Decide on the actions a buyer takes to qualify them to be passed to sales.
Defining a qualified lead, scoring, and nurturing them is a complex process. By implementing sales and marketing alignment, you will be able to come up with a streamlined results.
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