by Mike Wallen, CEO, The Lead Dogs
We are in an advantageous position in that we have the opportunity to visit with many companies in many industries. What strikes me the most is the missed opportunity caused by the inability of many marketing and sales organizations to work towards common goals. Can't we all just get along?
Time and time again The Lead Dogs has been privileged to work with companies that not only encourage, but also insist, on dual participation and accountability for the success of lead qualification programs. This partnership between marketing and sales consistently provides greater returns and reduced frustrations.
The following is a top-level list of activities in which marketing and sales should participate together:
- Definition of target lists and key accounts.
- Development of lead qualification questions and scoring criteria.
- Review of initial copy and design ideas for direct marketing.
- Initial feedback session once leads begin rolling in.
- Inclusion of a representative from marketing in War Room or Monthly Sales Meetings.
This participation need not occur with the entire marketing and sales organizations. Select respected and productive sales representatives and invite them to participate in a round-robin format - rotating participation among the group. Let us know how it works out.