Marketing Deal Offers

  • Subscribe to our RSS feed.
  • Twitter
  • StumbleUpon
  • Reddit
  • Facebook
  • Digg

Tuesday, 20 April 2010

OneSource Survey: Salespeople Accept Value of Leads from Marketing

Posted on 05:50 by Unknown
Summary: A survey of business-to-business salespeople finds they (still) consider themselves their best source of qualified leads. But marketing-generated leads are gaining increasing respect and salespeople are increasingly looking for help from outside data vendors. Marketers should work closely with salespeople to reinforce these trends, which promise to lower the overall cost per sale.

Most of my interactions are with marketers, so it was interesting to see the opinions of 136 salespeople reported in a recent survey from data vendor OneSource.

The most interesting information was what respondents saw as their largest source of qualified opportunities. By far the leader was “outbound prospecting”, which is a bit frightening given the high cost of such leads. For example, the State of Inbound Marketing 2010 survey from Hubspot found that outbound leads (from telemarketing, trade shows and direct mail) cost an average of $332, compared with $134 per inbound lead (from social media and Web sites).

I suspect that sales people have always felt they must rely on their own outbound prospecting to be successful. What’s probably more significant is that the three next-ranking sources in the OneSource survey come from marketing: Website, inbound calls and email campaigns. Events and trade shows actually rank below all of these. Bringing up the rear are social networking and direct mail, which are rated equal – a pretty impressive showing for social media if you think about it – and Webinars. All together, I see this as a perhaps-grudging recognition by sales people that marketing plays a critical and growing role in generating qualified leads.



Other survey answers were largely consistent with the theme of salesperson self-reliance. The most valuable types of information were targeted contact lists and new CRM contacts; the most useful external data was email address, direct phone numbers and segmented; and the most useful company information was the basics of location and size. These draw a picture of salespeople saying, “Hand me the leads and let me do the rest.” There’s no hint of a role for marketing in nurturing unqualified leads or building brand awareness, although those questions were not exactly asked.

One anomaly in this data is sharply increasing reliance on external business information services. Twelve percent of respondents said they had recently started using these services and a whopping 37% said they were relying on them more heavily. Just seven percent were relying on them less and only 24% are not using them at all. I see this as an acknowledgment by salespeople that outside resources can indeed make them more efficient, even if they still do the actual outbound prospecting themselves.


For what it’s worth, the survey (taken in December 2009) also found some optimism about future sales: 55% said their pipeline was significantly or somewhat better than last year, compared with 33% who said it was significantly or somewhat worse. But sales cycles are still growing: 59% said they were longer than last year vs. 16% saying they were shorter. Although I wouldn’t read too much into such a small survey, this is at least consistent with the hypothesis that there’s a long-term trend towards lengthier, more complicated sales cycles that will continue even once the economy recovers.

Altogether, the results reinforce the conventional wisdom that marketers need to work closely with sales departments to ensure they are delivering qualified leads and that sales people recognize this. Longer-term projects such as lead nurturing and branding are harder to tie to specific sales revenues, but marketers must trace this connection to justify their funding.
Email ThisBlogThis!Share to XShare to Facebook
Posted in demand generation, lead management, marketing sales alignment | No comments
Newer Post Older Post Home

0 comments:

Post a Comment

Subscribe to: Post Comments (Atom)

Popular Posts

  • eBay Offers $2.4 Billion for GSI Commerce: More Support for Marketing Automation
    eBay ’s $2.4 billion offer for e-commerce services giant GSI Commerce has been described largely in terms of helping eBay to compete with ...
  • Infer Keeps It Simple: B2B Lead Scores and Nothing Else
    I’ve nearly finished gathering information from vendors for my new study on Customer Data Platform systems and have started to look for patt...
  • NICE Buys Causata to Extend Its Customer Experience Management Position
    So, there I was around 7:30 Eastern time this morning, sending out reminder notices to vendors I need to interview for an upcoming report on...
  • thinkAnalytics Helps Marketers Optimize Customer Treatments
    Summary: thinkAnalytics provides a robust decision engine to help make optimal recommendations across channels. Too bad more people don...
  • Selligent Brings a New B2C Marketing Automation Option to the U.S.
    I’m writing this post on my old DOS-based WordPerfect software, to get in the proper mood for discussing business-to-consumer marketing auto...
  • So Many Measures, So Little Time
    I’ve been collating lists of marketing performance metrics from different sources, which is exactly as much fun as it sounds. One result th...
  • 4 Marketing Tech Trends To Watch in 2014
    I'm not a big fan of year-end summaries and forecasts, mostly because I produce summaries and forecasts all year round.  But I pulled to...
  • Marketo Raises Another $50 Million: Where Does the Money Go?
    Marketo this morning announced a new $50 million funding round, almost exactly one year to the day after raising $25 million in November 2...
  • James Taylor on His New Book
    A few months ago, James Taylor of Fair Isaac asked me to look over a proof of Smart (Enough) Systems , a book he has co-written with indust...
  • Vocus Marketing Suite: Still Mostly Social But Marketing Automation is On the Way
    If you’ve heard of Vocus at all, it’s probably as vendor serving public relations professionals. Its core offerings include a huge databas...

Categories

  • [x+1]
  • 1010Data
  • 2009 trends
  • 2010 predictions
  • 2011 predictions
  • 2013 marketing automation revenues
  • 2014 predictions
  • account data in marketing systems
  • acquisitions
  • acquistions
  • act-on software
  • active conversion
  • activeconversion
  • acxiom
  • ad agencies
  • ad servers
  • adam needles
  • adobe
  • adometry
  • advertising effectiveness
  • advocate management
  • affiliate marketing
  • agilone
  • aida model
  • aimatch
  • algorithmic attribution
  • alterian
  • analysis systems
  • analytical database
  • analytical databases
  • analytical systems
  • analytics tools
  • app exchange
  • app marketplace
  • application design
  • aprimo
  • are
  • artificial intelligence
  • ascend2
  • asset management
  • assetlink
  • atg
  • attribution analysis
  • attribution models
  • automated decisions
  • automated dialog
  • automated modeling
  • autonomy
  • b2b demand generation
  • b2b demand generation systems
  • b2b email marketing benchmarks
  • b2b lead scoring
  • b2b marketing
  • b2b marketing automation
  • b2b marketing automation industry consolidation
  • b2b marketing automation industry growth rate
  • b2b marketing automation revenues
  • b2b marketing automation systems
  • b2b marketing automation vendor rankings
  • b2b marketing data
  • b2b marketing industry consolidation
  • b2b marketing strategy
  • b2b marketing system comparison
  • b2c marketing automation
  • b2c marketing automation vendors
  • balanced scorecard
  • balihoo
  • barriers to marketing success
  • barry devlin
  • beanstalk data
  • behavior detection
  • behavior identification
  • behavior targeting
  • behavioral data
  • behavioral targeting
  • big data
  • birst
  • bislr
  • blogging software
  • brand experience
  • brand marketing
  • business intelligence
  • business intelligence software
  • business intelligence systems
  • business marketing
  • businses case
  • callidus
  • campaign flow
  • campaign management
  • campaign management software
  • causata
  • cdi
  • cdp
  • channel management
  • channel marketing
  • channel partner management
  • chordiant
  • cio priorities
  • clickdimensions
  • clicksquared
  • clientxclient
  • cloud computing
  • cmo surveys
  • cms
  • collaboration software
  • column data store
  • column-oriented database
  • columnar database
  • community management
  • compare marketing automation vendors
  • compiled data
  • complex event processing
  • consumer marketing
  • contact center systems
  • content aggregation
  • content distribution
  • content grazing
  • content management
  • content marketing
  • content matrix
  • content recommendations
  • content selections
  • content syndication
  • context automation
  • conversen
  • coremetrics
  • crm
  • crm integration
  • CRM lead scores
  • crm software
  • crm systems
  • crmevolution
  • cross-channel marketing
  • crowd sourcing
  • custom content
  • custom media
  • customer database
  • customer analysis
  • customer data
  • customer data integration
  • customer data management
  • customer data platform
  • customer data platforms
  • customer data quality
  • customer data warehouse
  • customer database
  • customer experience
  • customer experience management
  • customer experience matrix
  • customer information
  • customer management
  • customer management software
  • customer management systems
  • customer metrics
  • customer relationship management
  • customer satisfaction
  • customer success
  • customer support
  • cxc matrix
  • dashboards
  • data analysis
  • data cleaning
  • data cleansing
  • data enhancement
  • data integration
  • data loading
  • data mining
  • data mining and terrorism
  • data quality
  • data transformation tools
  • data visualization
  • data warehouse
  • database management
  • database marketing
  • database marketing systems
  • database technology
  • dataflux
  • datallegro
  • datamentors
  • david raab
  • david raab webinar
  • david raab whitepaper
  • day software
  • decision engiens
  • decision engines
  • decision management
  • decision science
  • dell
  • demand generation
  • demand generation implementation
  • demand generation industry
  • demand generation industry growth rate
  • demand generation industry size
  • demand generation industry trends
  • demand generation marketbright
  • demand generation marketing automation
  • demand generation software
  • demand generation software revenues
  • demand generation systems
  • demand generation vendors
  • demandforce
  • digiday
  • digital marketing
  • digital marketing systems
  • digital messaging
  • distributed marketing
  • dmp
  • dreamforce
  • dreamforce 2012
  • dynamic content
  • ease of use
  • ebay
  • eglue
  • eloqua
  • eloqua10
  • elqoua ipo
  • email
  • email marketing
  • email service providers
  • engagement engine
  • enteprise marketing management
  • enterprise decision management
  • enterprise marketing management
  • enterprise software
  • entiera
  • epiphany
  • ETL
  • eTrigue
  • event detection
  • event stream processing
  • event-based marketing
  • exacttarget
  • facebook
  • feature checklists
  • flow charts
  • fractional attribution
  • freemium
  • future of marketing automation
  • g2crowd
  • gainsight
  • Genius.com
  • genoo
  • geotargeting
  • gleanster
  • governance
  • grosocial
  • gsi commerce
  • high performance analytics
  • hiring consultants
  • hosted software
  • hosted systems
  • hubspot
  • ibm
  • impact of internet on selling
  • importance of sales execution
  • in-memory database
  • in-site search
  • inbound marketing
  • industry consolidation
  • industry growth rate
  • industry size
  • industry trends
  • influitive
  • infor
  • information cards
  • infusioncon 2013
  • infusionsoft
  • innovation
  • integrated customer management
  • integrated marketing management
  • integrated marketing management systems
  • integrated marketing systems
  • integrated systems
  • intent measurement
  • interaction advisor
  • interaction management
  • interestbase
  • interwoven
  • intuit
  • IP address lookup
  • jbara
  • jesubi
  • king fish media
  • kwanzoo
  • kxen
  • kynetx
  • large company marketing automation
  • last click attribution
  • lead capture
  • lead generation
  • lead management
  • lead management software
  • lead management systems
  • lead managment
  • lead ranking
  • lead scoring
  • lead scoring models
  • leadforce1
  • leadformix
  • leading marketing automation systems
  • leadlander
  • leadlife
  • leadmd
  • leftbrain dga
  • lifecycle analysis
  • lifecycle reporting
  • lifetime value
  • lifetime value model
  • local marketing automation
  • loopfuse
  • low cost marketing software
  • low-cost marketing software
  • loyalty systems
  • lyzasoft
  • makesbridge
  • manticore technology
  • mapreduce
  • market consolidation
  • market software
  • market2lead
  • marketbight
  • marketbright
  • marketgenius
  • marketing analysis
  • marketing analytics
  • marketing and sales integration
  • marketing automation
  • marketing automation adoption
  • marketing automation benefits
  • marketing automation consolidation
  • marketing automation cost
  • marketing automation deployment
  • marketing automation features
  • marketing automation industry
  • marketing automation industry growth rate
  • marketing automation industry trends
  • marketing automation market share
  • marketing automation market size
  • marketing automation maturity model
  • marketing automation net promoter score. marketing automation effectiveness
  • marketing automation pricing
  • marketing automation software
  • marketing automation software evaluation
  • marketing automation success factors
  • marketing automation system deployment
  • marketing automation system evaluation
  • marketing automation system features
  • marketing automation system selection
  • marketing automation system usage
  • marketing automation systems
  • marketing automation trends
  • marketing automation user satisfaction
  • marketing automation vendor financials
  • marketing automation vendor selection
  • marketing automation vendor strategies
  • marketing automion
  • marketing best practices
  • marketing cloud
  • marketing content
  • marketing data
  • marketing data management
  • marketing database
  • marketing database management
  • marketing education
  • marketing execution
  • marketing funnel
  • marketing integration
  • marketing lead stages
  • marketing management
  • marketing measurement
  • marketing mix models
  • marketing operating system
  • marketing operations
  • marketing optimization
  • marketing performance
  • marketing performance measurement
  • marketing platforms
  • marketing priorities
  • marketing process
  • marketing process optimization
  • marketing resource management
  • marketing return on investment
  • marketing ROI
  • marketing sales alignment
  • marketing service providers
  • marketing services
  • marketing services providers
  • marketing skills gap
  • marketing software
  • marketing software evaluation
  • marketing software industry trends
  • marketing software product reviews
  • marketing software selection
  • marketing software trends
  • marketing softwware
  • marketing suites
  • marketing system architecture
  • marketing system evaluation
  • marketing system ROI
  • marketing system selection
  • marketing systems
  • marketing technology
  • marketing tests
  • marketing tips
  • marketing to sales alignment
  • marketing training
  • marketing trends
  • marketing-sales integration
  • marketingpilot
  • marketo
  • marketo funding
  • marketo ipo
  • master data management
  • matching
  • maturity model
  • meaning based marketing
  • media mix models
  • message customization
  • metrics
  • micro-business marketing software
  • microsoft
  • microsoft dynamics crm
  • mid-tier marketing systems
  • mindmatrix
  • mintigo
  • mma
  • mobile marketing
  • mpm toolkit
  • multi-channel marketing
  • multi-language marketing
  • multivariate testing
  • natural language processing
  • neolane
  • net promoter score
  • network link analysis
  • next best action
  • nice systems
  • nimble crm
  • number of clients
  • nurture programs
  • officeautopilot
  • omnichannel marketing
  • omniture
  • on-demand
  • on-demand business intelligence
  • on-demand software
  • on-premise software
  • online advertising
  • online advertising optimization
  • online analytics
  • online marketing
  • open source bi
  • open source software
  • optimization
  • optimove
  • oracle
  • paraccel
  • pardot
  • pardot acquisition
  • partner relationship management
  • pay per click
  • pay per response
  • pedowitz group
  • pegasystems
  • performable
  • performance marketing
  • personalization
  • pitney bowes
  • portrait software
  • predictive analytics
  • predictive lead scoring
  • predictive modeling
  • privacy
  • prospect database
  • prospecting
  • qliktech
  • qlikview
  • qlikview price
  • raab guide
  • raab report
  • raab survey
  • Raab VEST
  • Raab VEST report
  • raab webinar
  • reachedge
  • reachforce
  • real time decision management
  • real time interaction management
  • real-time decisions
  • real-time interaction management
  • realtime decisions
  • recommendation engines
  • relationship analysis
  • reporting software
  • request for proposal
  • reseller marketing automation
  • response attribution
  • revenue attribution
  • revenue generation
  • revenue performance management
  • rfm scores
  • rightnow
  • rightwave
  • roi reporting
  • role of experts
  • rule-based systems
  • saas software
  • saffron technology
  • sales automation
  • sales best practices
  • sales enablement
  • sales force automation
  • sales funnel
  • sales lead management association
  • sales leads
  • sales process
  • sales prospecting
  • salesforce acquires exacttarget
  • salesforce.com
  • salesgenius
  • sap
  • sas
  • score cards
  • search engine optimization
  • search engines
  • self-optimizing systems
  • selligent
  • semantic analysis
  • semantic analytics
  • sentiment analysis
  • service oriented architecture
  • setlogik
  • setlogik acquisition
  • silverpop
  • silverpop engage
  • silverpop engage b2b
  • simulation
  • sisense prismcubed
  • sitecore
  • small business marketing
  • small business software
  • smarter commerce
  • smartfocus
  • soa
  • social campaign management
  • social crm
  • social marketing
  • social marketing automation
  • social marketing management
  • social media
  • social media marketing
  • social media measurement
  • social media monitoring
  • social media roi
  • social network data
  • software as a service
  • software costs
  • software deployment
  • software evaluation
  • software satisfaction
  • software selection
  • software usability
  • software usability measurement
  • Spredfast
  • stage-based measurement
  • state-based systems
  • surveillance technology
  • sweet suite
  • swyft
  • sybase iq
  • system deployment
  • system design
  • system implementation
  • system requirements
  • system selection
  • tableau software
  • technology infrastructure
  • techrigy
  • Tenbase
  • teradata
  • test design
  • text analysis
  • training
  • treehouse international
  • trigger marketing
  • twitter
  • unica
  • universal behaviors
  • unstructured data
  • usability assessment
  • user interface
  • vendor comparison
  • vendor evaluation
  • vendor evaluation comparison
  • vendor rankings
  • vendor selection
  • vendor services
  • venntive
  • vertica
  • visualiq
  • vocus
  • vtrenz
  • web analytics
  • web contact management
  • Web content management
  • web data analysis
  • web marketing
  • web personalization
  • Web site design
  • whatsnexx
  • woopra
  • youcalc
  • zoho
  • zoomix

Blog Archive

  • ►  2013 (55)
    • ►  December (4)
    • ►  November (5)
    • ►  October (4)
    • ►  September (3)
    • ►  August (5)
    • ►  July (5)
    • ►  June (5)
    • ►  May (6)
    • ►  April (6)
    • ►  March (1)
    • ►  February (6)
    • ►  January (5)
  • ►  2012 (56)
    • ►  December (4)
    • ►  November (3)
    • ►  October (6)
    • ►  September (4)
    • ►  August (7)
    • ►  July (3)
    • ►  June (4)
    • ►  May (5)
    • ►  April (3)
    • ►  March (4)
    • ►  February (8)
    • ►  January (5)
  • ►  2011 (74)
    • ►  December (9)
    • ►  November (8)
    • ►  October (6)
    • ►  September (5)
    • ►  August (5)
    • ►  July (3)
    • ►  June (6)
    • ►  May (5)
    • ►  April (6)
    • ►  March (8)
    • ►  February (7)
    • ►  January (6)
  • ▼  2010 (75)
    • ►  December (9)
    • ►  November (9)
    • ►  October (5)
    • ►  September (6)
    • ►  August (7)
    • ►  July (3)
    • ►  June (6)
    • ►  May (9)
    • ▼  April (4)
      • Are Experts Obsolete? Not In My Informed Opinion
      • OneSource Survey: Salespeople Accept Value of Lead...
      • SAS, Unica and smartFocus Add Social Media Features
      • VisualIQ Measures Marketing Impacts Across All Cha...
    • ►  March (6)
    • ►  February (6)
    • ►  January (5)
  • ►  2009 (96)
    • ►  December (2)
    • ►  November (4)
    • ►  October (5)
    • ►  September (9)
    • ►  August (7)
    • ►  July (16)
    • ►  June (9)
    • ►  May (5)
    • ►  April (11)
    • ►  March (11)
    • ►  February (11)
    • ►  January (6)
  • ►  2008 (59)
    • ►  December (6)
    • ►  November (3)
    • ►  October (8)
    • ►  September (1)
    • ►  August (5)
    • ►  July (8)
    • ►  June (5)
    • ►  May (5)
    • ►  April (6)
    • ►  March (3)
    • ►  February (3)
    • ►  January (6)
  • ►  2007 (84)
    • ►  December (4)
    • ►  November (6)
    • ►  October (6)
    • ►  September (1)
    • ►  August (4)
    • ►  July (7)
    • ►  June (16)
    • ►  May (20)
    • ►  April (20)
Powered by Blogger.

About Me

Unknown
View my complete profile