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Role Alignment: Are We All in Sync?

‘Tactical’ Campaign and Lead Management Roles

"If we're going to invest dollars in creating demand and generating leads, we need a formal commitment from sales that that they are going to work with us to create a formal lead definition that they're going to agree to pick up these leads within a certain timeframe; a little bit more tactical than the value proposition stuff but nonetheless, an important part of continuing to create that sales and marketing alignment."

Director, Campaign Management, global company

Sticking with the more ‘tactical’ issue of leads, here we have a case in point where the primary role of this Marketing Director is to generate leads. People in these roles may be too overtly rewarded for the lead generation aspect of their job. For the core part of the role there has to be a clearly agreed process on what constitutes a good lead, with some commitment to follow up and provide feedback.

"I have inherited a situation where all my sales scorecards are red and my marketing scorecards are green. That cannot be right'"

Divisional President, global organisation

What this cannot lead to is a situation where marketing scorecards are green, because they’ve hit the goals for leads while sales is having difficulty converting them. For sure, we would recommend that marketing campaign management and sales have to sit down and agree the lead process and roles within that process. Beyond this there has to be a joint commitment to review the whole ‘funnel’ end to end, with an eye on the main overall goal, which is closing business.

 
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