These days sales and marketing have transformed from having been two separate teams to being one team within an organization. In fact, when thinking about roles and responsibilities, it is very logical to think of them as being distributed within the same team. When goals are measured together, the sales pipeline can be optimized to being good and lucrative.
Sales and marketing do not always work in a unified manner, however, and in these cases the teams are separated from each other. When taking into consideration the last few years’ change in buying behavior, the need for joining sales and marketing together has grown stronger.
In the past, only sales processes were taken into consideration. These days it is important to also think about customers’ purchasing processes and build intelligent sales pipelines accordingly. These pipelines are built though seamless teamwork between sales and marketing.
In this pipeline, the role of marketing is to produce warm leads for sales people. The sales team is responsible for closing deals by utilizing the leads’ digital footprints. In order to ensure success, it is important for the marketing team to produce truly warm leads for the sales team. If the quality of leads is continuously poor, it is also easy to miss good leads.
What Makes a Great Lead?
A good lead is one that, to begin with, has been identified. The things that would be beneficial to know about a lead are the lead’s name, company, contact information, whether they have the power to make decisions for their company, their willingness to buy and the available budget. In addition to this, it would be good to know the lead’s areas of interest, their biggest challenges along with their needs.
This is quite a large amount of information and you easily start to think that it’s not possible to collect this information in a sensible way.
How Can the Process of Producing Qualified Leads be Made Easy?
Let’s take Muurametalot, a Finnish company making prefabricated houses, as an example. Muurametalot made a house selector that simultaneously works as a lead generator. Through the house selector, website visitors can find the right kind of house that suits their needs. The visitor explains their needs by answering six questions. Based on their answers, the house selector suggests the most suitable houses that fit the visitor’s needs.
The last question asks for the visitor’s contact information. By leaving their contact information, the visitor can choose to receive an e-mail containing a housing e-book made by Muurametalot along with quick tips on prefabricated houses.
When a visitor leaves their contact information in the house selector, en e-mail is sent to Muurametalot containing the visitor’s answers to the questions, i.e. their needs, along with their contact information. This way the sales team can grab hold of the hottest leads immediately and leave the cooler leads to the marketing team for warming up.
When a sales person is in contact with a lead that has arrived through this medium, it is very important for the sales person to take into consideration the potential customer’s digital footprint, meaning the answers that they have given in the selector along with the results, i.e. the houses, that they have received from the selector. This way the sales person can prepare for the phone call by concentrating on the potential customer’s needs and focusing the discussion on what the potential customer is truly interested in.
-Tuomas Haapsaari, CMO
Pssst. Download our guide about how to convert your website visitors into new leads: