In the world of B2B lead gen, the bickering between enterprise B2B marketing and sales organizations rarely ends. Each points the finger at the other’s shortfalls: Sales complains that “these leads are not what I need; I need buyers with intent,” and marketing responds “Why can’t you just do a better job at closing the leads we send you?”
The reality, of courses, is that both are somewhat off-base in their accusations. Despite their complaints about value, sales is actually receiving high quality leads and is doing a good job closing them. The real problem is the volume of qualified leads. Even for best-in-class companies, according to SiriusDecisions’ statistics, only 10% of all inquiries become marketing qualified leads (MQLs) and if yours is an average performing company, a little under four percent of your demand generation activities deliver as promised.