MOF_eBOOK_RD01

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Chapter 04 checks and balances by Justin Gray | Founder and CEO | LeadMD Too often marketers view their MQLs as an end game, or the last word in setting sales up for success. In fact, sales acceptance of leads acts as the check and balance in relation to the MQL bucket. Even when MQLs are driven by lead scoring, even when sales and marketing are perfectly aligned around lead definition and score methodology, sales acceptance is a critical part of optimized funnel management. 24 CHAPTER 04 Checks and Balances SALES ACCEPTED LEADS monstersoffunnel.com
This is, after all, the stage where your sales reps decide how they’re going to use their eight or nine effective hours in a day. Consider that one study found that 54 percent of outside sales teams reported an average B2B sales cycle length of 90 days or more. Another 23 percent dealt with cycles that averaged between 61-90 days in length. I think we can agree that when the average B2B sale takes more than a quarter of a year to complete, sales teams must be pragmatic when it comes to investing their time. Be aware that when I say “sales,” I’m referring to a range of relevant players, from business development reps to inside and outside sales to channel sales. All of those representatives must allocate their time strategically. If they spend three hours talking to prospect A, that’s three hours they don’t have for prospect B. In this way, the SAL stage often mirrors the MAL stage at inception; they both close in on the “can we work together?” question, which they usually follow up with BANT qualification or other methods. 25 CHAPTER 04 Checks and Balances SALES ACCEPTED LEADS monstersoffunnel.com
Page 1 and 2: ARE YOU READY TO ROCK? get your bac
Page 3 and 4: Opening Act The Funnel Today and To
Page 5 and 6: opening act The Funnel Today and To
Page 7 and 8: The classic portal for funnel entry
Page 9 and 10: content reality check. is what you
Page 11 and 12: designing the content ecosystem In
Page 13 and 14: In the quest to create fascinating
Page 15 and 16: Buyers should be divided into two b
Page 17 and 18: The Future of the Funnel If there
Page 19 and 20: Traditional thought has held that M
Page 21 and 22: Benchmarking buyer behavior MQLs re
Page 23: Marketing qualified leads can be on
Page 27 and 28: Jay Gaines, SiriusDecisions’ Grou
Page 29 and 30: Chapter 05 Building Trust by Jon Mi
Page 31 and 32: From relationship to revenue As sop
Page 33 and 34: Unfortunately, the one-dimensional
Page 35 and 36: So let’s talk about how we explai
Page 37 and 38: Build community. While marketers kn
Page 39 and 40: 76 % of marketers think their asset
Page 41 and 42: closing the set The funnel as a rev
Page 43 and 44: closing the set The Funnel as a rev
Page 45: MARKETING TO THE BEAT OF A NEW DRUM

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