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. What happens in this case is the people from marketing are insisting that sales are not using the leads that they are giving them and thus is wasting all their effort, and sales, on the other hand, accuses marketing of giving too many leads that do not hold a real buyer because of their wide area of coverage. This bickering results in the slow growth of the company. Because of this situation that worst thing that can happen when this remains unresolved is that the real leads are not recognized and eventually fall into the crack.
It is quite crucial to the growth of the company that the breach between sales leads and marketing leads be bridged. Bridging this gap can be difficult for the old platform where the company is supreme because of the scarcity of products and services available to consumers but with today’s paradigm shift, the customer is already the master, because of the numerous choices available to him to answer his particular needs. What is actually happening in the old platform is that the marketing personnel is constantly seeking new sources of leads, and crafting messages to strike peoples’ interest in the company’s particular product and services from as many places as possible while sales, who are trained to advertise the great features that the company’s products bring, looks for ways to enforce what the marketing department has initiated. You can see clearly that the two departments have two different strategies, the marketing is more of an experimental frame of mind, whiles the sales department constantly hunts for more features so that they can close the sale. They cannot coordinate these two functions.
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. The lead management team then gets these marketing leads, characterizes them, and subjects them to multiple sales stages so that they can arrive at a point where the potential customer becomes a real customer. And it is in this kind of context that you will find the cooperation of the sales and marketing teams working together as one. It is required for companies to have a leading edge customer relations management solution for sales and marketing to work in total unity.
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