Arguments between the marketing and sales team often surface in any given business. Whether it’s B2C or B2B, you can’t have missed that patented complaint of the sales teams not reaching their quotas because of the poor lead quality and the usual counterargument of the marketing team that the sales did not just make a decent attempt on closing the leads. When this frequently happens to your business, you might just roll your eyes out because you’re getting used to it and settle on believing that it will eventually pass. Don’t. According to SiriusDecisions, a leading global B2B research and advisory firm, B2B organizations with tightly aligned marketing and sales achieved 24% faster revenue growth and 27% faster profit growth over a three-year period. You’re far from achieving these benefits if you continuously take this ‘seem to be trivial clash’ between marketing and sales as inevitable.
One way to start building a good foundation for your marketing and sales team is through your B2B lead scoring system. A B2B lead scoring system allows these two to be on the same page when it comes to lead definition, quality, and quantity. Sales can communicate those leads that actually displays the intention of purchasing. With this, marketing can produce content, programs and efforts mainly focused on those groups. Furthermore, this gives them the chance to closely and constantly work together as meetings should be frequent to discuss the status quo and whether to determine if the B2B lead scores require changes and upgrades.
When there is a strong, precise B2B lead scoring system and if this is maintained, marketing will be boosted as there will be an in-depth comprehension on what makes a quality lead. Moreover, you’ll be able to identify your top performing marketing channels, campaigns, and content and exploit them to generate hot leads. This will be followed by an increase in sales as those leads who are viable for conversion are generated and prioritized. As initially mentioned, this is only the case if there is an efficient and sustained B2B lead scoring system. Have it the other way around, and the relationship between your marketing and sales bears the brunt.