Where Leads Come From – Current vs. Best Practices


B2B Lead Generation | Where Leads Come From

Businesses ought to take a long hard look at lead sources to ensure the health of their businesses.

t the recent Marketo Revenue Rock Star event, one of the speakers (perhaps Debbie Qadish of The Pedowitz Group) presented the unhealthy source of sales leads today. (Note that well over 1/2 – 63.3% said quality of leads needs improvement.) I think this data comes from a MarketingSherpa study.

Leads ActualNote that almost 1/2 of all leads come from Sales and Marketing is providing fewer than 3 in 10 leads. In our opinion, this is unhealthy.

Having expensive and experienced salespeople cold calling and nurturing leads is a massive waste of money. And they are poorly equipped for success. (One marketing executive told me “Marketing looks for Mr. Right. Sales looks for Mr. Right Now.”) Problem is…while Mr. Right Now is good for sales, Mr. Right is a prospective new customer. And there are a LOT more Mr. Right’s than Mr. Right Nows.

This is why so many companies (63%) say lead quality is a problem. Their lead generation folks (Sales) shakes the trees for a few leads – spending a LOT of money.

Marketing is far better equipped to deliver leads better and at vastly lower costs. They are equipped to craft value propositions, document lead definitions, nurture leads and score behaviors – providing sales with high quality, well nurtured leads. SiriusDecisions also found that sales teams with fewer, higher quality leads sold more than teams with more, lower quality leads.

But don’t take my word for it. Look at what sales expert Jill Konrath, author of SNAP Selling, says in her eBook “What Sales Really Needs from Marketing.”

Here is what I consider a healthy source of leads. Note that companies who invest in B2B demand generation look like this.

Leads OptimalThis is the approach that smart, savvy companies are using today – such as Marketo, Eloqua, Hubspot and the like.

Want to learn how to implement a world class lead generation program in your company? Check out Find New Customers. “Lead Generation Made Simple”  Our mission in life is helping midsized companies (150 to 5,000 employees) who sell complex products to business to design and implement world-class demand generation programs.

What do you think? Do you agree that marketing is far better positioned to create and cultivate leads? Please enter your comments below.

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Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. He presented “How to Build an Awesome Personal Brand” at the 140 Social Media Conference and appeared to discuss B2B lead generation on Sales Lead Management Radio.To learn more about Jeff, please click on Who is the Fearless Competitor?

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.

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