Successful closing in the lead management process often fails with sales partners. It is by all means important to closely build them into the process and to motivate them to become part of your lead management. Philipp von der Brüggen knows why joint lead management with sales partners is essential and how it works. The B2B communication expert offers comprehensive knowledge of complex sales structures. We spoke with him to discover why that ‚Lead Management with Partners’ discipline is so important to master.
If you are looking to do good lead management, you cannot make it without a marketing automation solution today, says Norbert Schuster. The veteran lead management expert knows oats in the sales and marketing digitization stuff. His specialities are the branded strike2 Waterhole Strategy (Wasserloch- Strategie®), inbound marketing and marketing automation. We have asked him what companies with multi-tier sales structures can do to generate more and better leads.
Marketing automation vendors sprout like mushrooms from the ground. The digitization of the communication process offers utterly new possibilities. Those are based on the assessment of customer behaviour – the so-called scoring. But scoring often ends at the lead generation phase. Wrong!
I was asked last week: “Why should we purchase the leadtributor solution if we have a marketing automation system? We are doing lead management already!” The question was a big surprise for me. But somehow the other way not really. The whole topic with marketing and sales digitization has produced incredibly many buzzwords. They are flying through marketing departments one after another: inbound marketing, behavioral marketing, omnichannel marketing, growth hacking, content marketing, marketing automation and lead management – to name just a few.
Looking to buy a car, an insurance policy or software? In the first turn you would browse the Internet for relevant information, won’t you? After customer activity shifted in this direction, businesses had to acknowledge that the classic sales funnel model in sales and marketing is outdated.
„Marketing is the New Sales“, was the headline of a recent Forbes article. Marketing is expected more than ever to deliver a clear contribution to the company’s success. However, party-colored pictures are becoming a thing of the past. Marketing should be measurable stuff! But what is measurable? – and what is the primary task of marketing when it no longer works with a ‚normal’ sales department but with sales partners, in case products and services are promoted over a distribution channel?