Does this sound familiar:
“What happened to all those leads we generated for sales?”
How about this:
“Why does marketing keep sending us these junk leads?”
These are complaints plaguing any company struggling to capitalize on its marketing strategies. Marketing is bound to blame sales and sales is bound to blame marketing, but the reality is that neither is necessarily to blame. The real culprit is the sincere belief that uncultivated, un-nurtured leads are actually prepared to buy anything. Of course, by definition, a lead has shown interest, but in this early stage of the process, the correlation between interest and willingness to buy is very low. In fact, according to Gleanster Research, over 50% of qualified leads are not yet ready to buy.