Chris Koch
JUNE 11, 2010
This was the gist of a very controversial assertion made by a senior marketer from a very well known B2B technology company during dinner at our ITSMA Marketing Leadership Forum (download highlights from the ITSMA Marketing Leadership Forum) when he said: “An overemphasis on leads is damaging our relationship with sales.”. Seems doubtful.
Chris Koch
FEBRUARY 26, 2010
The era of the sales process beginning with a lead is over. We have to come to terms with the fact that there is a stage of the buying process that comes before the buyers we are pursuing are ready to become leads. We are trying to generate demand during this stage, not create leads, because these people aren’t ready to become leads.
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Chris Koch
JULY 10, 2009
We’re starting to see social media have a positive impact on driving traffic to websites and on lead generation. Increased lead generation” was farther down the list—24% are seeing it. Social media and lead generation go together. But there is a natural link between social media and lead generation.
Chris Koch
JULY 24, 2009
He differentiates between a marketing funnel and a sales funnel because so many leads are lost in the handover between marketing and sales—94%, according to this report. The marketing funnel helps focus attention on a number of important issues: Qualify leads. Universal lead definition. Lead scoring. Lead nurturing.
Chris Koch
JULY 31, 2009
I’ve had some good conversations this week with ITSMA’s Julie Schwartz and with lead management guru Brian Carroll and we all agree that in the broadest sense, measuring marketing misses the point. Create a unified lead process. So we should just stop. Measure CPOD instead. Get adult supervision.
Chris Koch
JULY 31, 2009
I’ve had some good conversations this week with ITSMA’s Julie Schwartz and with lead management guru Brian Carroll and we all agree that in the broadest sense, measuring marketing misses the point. Create a unified lead process. So we should just stop. Measure CPOD instead. Get adult supervision. What would you add to this list?
Chris Koch
JULY 24, 2009
He differentiates between a marketing funnel and a sales funnel because so many leads are lost in the handover between marketing and sales—94%, according to this report. The marketing funnel helps focus attention on a number of important issues: Qualify leads. Universal lead definition. Lead scoring. Lead nurturing.
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