When the sales pipeline dries up, the blame more times than not is placed solely on marketing and the market awareness and demand generation campaigns employed — or lack thereof. While marketing may have some fault in a lack of steady or valuable leads, the truth is that this shortcoming is both the fault of marketing and the sales teams.
In fact, through our experience across a broad base of clients, we have found marketing to hold the power to generate just 15% to 20% of the sales pipeline through its efforts. That means sales is directly responsible for more than 80% on average of pipeline development efforts.
The trick here is for marketing to do its job well, while sales follows up on the marketing department’s work in valuable ways. I am talking about sales and marketing alignment, a long-time issue for many companies.
The Pipeline-Generating Ingredients to Put into Play
Consider sales
