It's a question asked by every marketing team in every business – regardless of industry, turnover or size;
" how can we generate quality leads that Sales will recognise the value of?"
How do we bridge the gap between these two departments? And, most importantly, how can we prove our worth with leads that actually convert?
Look to a CRM system that has both short and long-term objectives in mind; understandably, Sales have a quota to meet and are therefore more likely to focus on the quick-wins.
Marketing, however, can reap rewards from the support that a CRM can provide to longer-term goals, nurturing prospects organically through the sales funnel.
The result? Highly qualified leads that Sales are happy to convert.
Is the Marketing department using your CRM as much as Sales? Are they using it in a similar way? Do they both have a clear understanding of how the system can align their objectives? If there is little buy-in or understanding of your CRM, it may be time to address training issues or even consider a new system. Be sure to work with a vendor that can offer on-going training and support, ensuring you get the most out of your CRM. The benefit to this? If Marketing feel confident using the system, they're far more likely to actually use it and, as a consequence, increase leads.