Demanding Views

By Jim Lenskold, President, Lenskold Group

Marketers responsible for lead generation are all too familiar with some common challenges –getting closed-loop feedback from the sales organization, measuring marketing effectiveness beyond just lead quantity and cost per lead, and building strong alignment with the sales organization.

By Brenda Gelston, President, Marketing Momentum Associates

Periods of intense change often bring improvements due to paradigm shifts in the way we conduct our business.  During times of change assumptions are challenged, boundaries are forced and better ideas emerge from the rubble of the status quo.  We are currently going through this type of paradigm shift whereby the sales process is changing to meet the demands of empowered customers.  So, in this environment how does a marketer establish credibility and custom tailor the marketing outreach to anticipate and meet customer needs?  Carefully designed demand generation programs will integrate your customers into the lead nurturing process and help propel your marketing efforts with renewed energy and relevancy.

By Mike Wallen, CEO, Lead Dogs

Today, B2B sales lead development is often conducted by phone and, unfortunately, a great deal of it is poorly done. When speaking with marketing and sales professionals, they often complain about their previous lack of telemarketing results, and share how they were disappointed in the low ROI. Want to know why ROI is low? Because too many companies are making the following errors: