I had lunch with two leaders in the marketing technology and software startup space last week. We were discussing some of the biggest challenges marketers are facing today.
We all agreed that a common understanding of the difference between an inquiry and a leadcontinues to be one of the biggest mistakes marketing makes. And this drives a deeper wedge in the goal of marketing and sales alignment.
Research shows that as much as 71% of inquiries are completely wasted. And 36% are never followed up on.
The Bottom Line: When marketing gathers up new names from contact forms and dumps them over to sales, no one wins.
I spent the first 5 years of my career in sales. When I moved to marketing, I committed myself to two things: Marketing should be accountable for driving quantifiable business value. And marketing needs to partner closely with sales…
