Smart Ideas: Leads Revisited

Getting Leads in the Old Platform Compared with How Leads are Acquired and Used Now

It used to be that the sales and marketing departments of a company did not see eye to eye on issues, but today, companies that are forward thinking have gone over these squabbles. This idea where “marketing” asserts that “sales”is not following up the leads that they are bringing in and is therefore wasting their efforts, while “sales” who tries to follow the strategy that has been put up by “marketing” will claim that “marketing” is providing too many leads that just do not hold a real buyer, since “marketing” is placing a very wide area of coverage. The progress of the company is hampered as a result of this. And worse, the effect that it brings in, is an unresolved situation where real leads will many times fall into the crack.

To help remedy the situation, there is a need to bridge this breach between sales leads and marketing leads, and this is very important. But adopting this kind of solution in our olden platform where the company has the supremacy is difficult because only certain products and service are up for grabs, as compared to our present day paradigm shift where the customer – here and now, are the master; since there are already numerous choices and solutions that are available to a particular need. In this old platform, the marketing department seeks new sources of leads and crafts messages so that people will be interested in the company’s particular product or services from many sources are possible while their sales department looks for ways to advertise the features that the company’s products bring and to enforce what the marketing people have initiated. This is tantamount to bearing different strategies- marketing is more of an “experimental” frame of mind, while sales is constantly hunting for more features to close the sales. Those two functions cannot however be coordinated.

Marketing is different today, and they use a platform that appeals to a potential customer by creating an indirect benefit in order to draw only those who are interested to purchase the particular company product or service, and so they acquire leads that come from different sources or activities. And this is often paired with lead management, who now takes it into their hands to characterize each potential customer and then use these inputs by subjecting them to a multiple sales stages in order to arrive to a final juncture where sales is finally transacted. Here it is where you can see sales and marketing working together as one. You can get your sales and marketing teams work in one accord if you use a leading-edge customer relation management solution.

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