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Big Disconnect on Leads and Sales Calls

Saw an interesting article in Forbes: The Great Marketing/Sales Disconnect: Industry Study Reveals 36% of Leads Never Called The value of...

Saw an interesting article in Forbes:

The Great Marketing/Sales Disconnect: Industry Study Reveals 36% of Leads Never Called

The value of web-generated leads decays quickly with the passage of time

This year’s annual study of lead response behavior conducted by InsideSales.com on 696 companies with online lead forms revealed that sales reps were, on average, attempting their first call to a newly submitted web lead after 39 hours had passed.  This second-day contact strategy delivers a high degree of  “lead-no-contact” experiences among reps responding to inbound web leads, typically causing sales managers to complain about the poor quality of leads. As a result, sales managers continue to pressure marketing to produce more and more leads to fill the gap. However, without reporting visibility into when first sales-initiated call contact was made, the sales complaint to marketing remains somewhat hollow.

This is a consistent problem that I have seen in many companies both big and small.  One thing not touched on in this article is the need to incorporate email into the contact process just in case the live phone contact process falls on it knees, which seems certainly to be the case with many companies according to this article.

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