As noted in HubSpot's 7th Annual State of Inbound Report, the number of organizations actively practicing inbound marketing has surged in recent years.
While organizations recognize the value of inbound marketing, they still have hurdles to overcome when it comes to handling inbound leads and sales and marketing alignment.
Here are a few common issues many organizations are facing.
1. Lack of Qualified Leads
Have you ever wondered how much time your sales reps have wasted on the wrong leads. Passing off leads to the sales department that are a poor fit or unqualified to buy frustrates your team and costs you money. Imagine how much move revenue you could be generating if your reps spent time talking to the right leads.
2. Poor Inbound Lead Handling
A whopping 79% of marketing leads never turn into sales. Lack of lead nurturing is a common reason for this poor performace.
Without having a defined inbound lead handling process many inbound leads will simply fall through the cracks. Those that don't might not be followed up on in a timely manner. Each lead that fails to be nurtured is costing your organization. The success on your inbound marketing and inbound sales efforts depends on your organization's ability to appropriately handle inbound leads.
3. Leading with the Solution Instead of Leading to the Solution
Many think of selling with a one size fits all mentaility. They focus on delivering their pitch instead of focusing on each buyer's unique problems and challanges.
No two buyers are the same and agile salespeople are able to change course and adjust to meet buyers where they are in the buyer's journey. Educating potential clients by providing them with valuable content instead of hitting them over the head with your sales message is a great way to build trust and authority. The sale becomes much easier because you have nurtured the relationship and already provided them a service.
4. Sales and Marketing Teams are not Aligned
For too long sales and marketing teams have been pitted against each other instead of working on the same team and for the same goals. When the departments within your organization are not aligned the entire organization suffers.
In our work we have found friction between the sales and marketing departments because:
- There is a lack of understanding of what the other department does
- The way marketing success is measured varies from campaign to campaign and meeting to meeting.
- There is not a documented and repeatable process for handling inbound leads
These issues must be fixed in order for organizations to reach their fullest potential.
The case for sales and marketing alignment is strong.
- B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three-year revenue growth, and 27% faster three-year profit growth (SiriusDecisions)
- Organizations with tightly aligned sales and marketing functions enjoyed 36% higher customer retention rates (MarketingProfs)
- They also experienced 38% higher sales win rates (MarketingProfs)
- When sales and marketing teams are in sync, companies became 67% better at closing deals (Marketo)
- Companies with aligned sales and marketing generated 208% more revenue from marketing (MarketingProfs)
- B2B companies’ inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more of revenue per year, or $100 million for a billion-dollar company. (IDC)
The stakes are high when it comes to handling inbound leads and aligning your sales and marketing departments. Defining your lead handling and sales processes and getting your people working together to reach a common goal will drastically improve your marketing and sales outcomes.
With engagement and dedication from both sides and clear processes in place, you will experience stronger revenue growth, and a happier workforce.