With the ongoing changes in our buying behaviour, our increased ability to screen out marketing messages, and prospects becoming ever more difficult for Sales to reach, is 2016 going to become 'the year of the referral'?
If you ask your Sales team what they need, they'll say 'leads'. Give more leads to your Sales team, get more customers out, right? Well, not exactly. It's unfortunate but true that not all of the leads that marketing generate get contacted by sales, and then many that are a good fit but are not ready yet, are never followed up again later. Frustratingly for Marketers, the leads that turn into Sales opportunities are often never attributed back to the campaign that sourced them either. Leads don't make Sales people happy, no matter what they tell you. To find out what does, start with a better question, like: 'Where did your best customers come from?'