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Converting	Inbound	Interest	into	Revenue

At	least	five	times	per	month,	I	would	receive	the	following	email	from	one	of
our	account	managers	at	HubSpot:

   Mark,

   I	could	use	your	help	with	one	of	our	customers.	The	customer	signed	up
   for	HubSpot	six	months	ago.	They	are	doing	great	with	their	inbound
   marketing.	When	the	customer	signed	up,	they	were	getting	a	few	dozen
   leads	through	their	website	per	month.	Now	they	are	getting	over	500	leads
   per	month!

   Here	is	the	issue.	The	salespeople	hate	the	leads.	They	believe	the	lead
   quality	is	really	low.	Would	you	mind	jumping	on	a	call	with	their	head	of
   marketing	and	their	head	of	sales	to	help	figure	out	the	issue?

Of	course	I	was	willing	to	help.	Every	time	I	did,	I	found	the	same	set	of	issues.
Some	of	the	issues	were	caused	by	the	manner	in	which	marketing	was	handling
the	leads.	Some	of	the	issues	were	caused	by	the	manner	in	which	sales	was
handling	the	leads.	I	will	elaborate	on	both	sets	of	issues	in	this	chapter.

Marketing's	Role	in	Converting	Interest	into
Revenue

The	Internet	has	empowered	buyers.	In	many	cases,	the	first	few	stages	of	the
buying	journey	happen	online.	As	such,	marketing	is	playing	an	ever	increasing
role	in	the	selling	process,	nurturing	these	prospects	and	passing	them	to	sales	at
precisely	the	right	time.

Here	are	the	most	common	mistakes	and	the	most	important	best	practices
marketing	needs	to	adopt	as	they	work	with	sales	to	convert	interest	into
revenue.

The	Most	Common	Mistake:	Don't	Pass	All	the	Leads	to
Sales

Imagine	for	a	moment	that	you're	the	head	of	marketing	at	the	company
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