Forget About Hot Leads. It’s Cold Leads that Make the Difference.
The Point
SEPTEMBER 29, 2011
When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads. However, as I wrote previously in a white paper on “Lead Recycling,” focusing demand generation activity exclusively on acquiring net new, qualified leads is an expensive proposition for a number of reasons: • many products, particularly in the tech category, are first of breed solutions and/or of a complexity that demands a more long term, consultative selling process.
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