From the new book by Paul Gillin, Social Marketing to the Business Customer
“Social marketing also shifts more responsibility for managing the leads up in the funnel. “A lot of the sales cycle has moved back into marketing,” observes Jeff Ogden, a technology marketing veteran who now runs Find New Customers, a lead generation consultancy. He notes that the sales organization has traditionally played an important educational role in customer engagements, but “now prospects look up information online and avoid contact with salespeople.” Marketing is using the department that curates the information. If you buy Ogden’s premise, marketers should be growing their budgets at the expense of sales departments.”
Is your marketing budget growing at the expense of the sales budget? Marketo is a good example of wildly successful company who did so.
Jeff Ogden is President of Find New Customers “Lead Generation Made Simple” Find New Customers helps companies rapidly grow revenue by transforming how they find, engage and win new customers. Contact Find New Customers at (516) 495-9350 or send an email to sales at findnewcustomers.com.
Find New Customers helps companies like yours (with 150 to 5,000 employees and complex products) implement lead generation programs to improve the way you find and acquire high quality sales leads using best practices in online lead generation. Quality leads matter. In fact, a recent study found that sales teams with fewer, high quality sales leads closed more than sales teams with more leads of dubious quality.