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Marketers: Five Steps for Better Alignment with Sales
A “lead scoring” best practice tells us to ensure alignment between marketing and sales . After all, the sales team is the beneficiary of what marketing implements for lead scoring. If you have the sales team’s buy-in, it will make your life as a marketer much easier. So how can you make sure there is buy-in from sales at the beginning of the process? One of our customers, Astute Solutions equipped their sales team with a “lead attribute” worksheet, which allowed sales to rank each value assigned to a lead. Not only did this worksheet improve the overall quality of the lead scoring program, but it also involved sales early in the process. Astute’s marketing team collaborated with a few key sales people, explained the process and invited them complete the worksheet. Later, Astute aggregated the data and provided marketing with a collaboratively assigned definition of a qualified lead.
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