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The Future of the Funnel<br />
If there’s one trend that could alter the path from MAL to MQL,<br />
it’s the rising tendency of marketing teams to own inside sales and<br />
development. Traditionally, marketers haven’t been comfortable<br />
with owning the entire process - yet those who embrace this<br />
ownership often find they enjoy more flexibility, control and<br />
freedom in their work.<br />
One reason is that owning inside sales can expand the channels<br />
and tactics through which marketers can qualify marketing<br />
accepted leads. By tracking which leads are spending time with<br />
content that focuses on a relevant pain point, these teams can<br />
qualify leads based on a demonstrated short-term need – that<br />
desirable 3 percent of the market that’s ripe for the picking.<br />
When it comes to processes for lead nurturing and incubation, those companies where<br />
sales and marketing have blended ownership report better conversion rates. 3<br />
Establishing intelligent MAL processes may represent an additional step for some teams.<br />
But by using the right tools and establishing useful definitions, marketers can<br />
eliminate wasted effort later in the funnel and make the most of sales’ valuable time.<br />
17 CHAPTER 02 Defining Your Universe MARKETING ACCEPTED LEADS monstersoffunnel.com