The Handoff: From Marketing to Sales
Marketing teams use a process called lead scoring to rank prospects according to their perceived level of interest and buying intentions. Prospects that meet the predetermined criteria are handed over to sales. At the same time, marketing passes off all of the data that’s been gathered about their prospects: background, interests, preferences, business requirements, and the problem(s) they wish to solve. Lead scoring helps drive a steadier and more predictable sales pipeline by enabling sales representatives to focus on the prospects with the best chance of becoming customers.
Lead scoring, data activation, and other sales enablement tools all work together to help your company use your sales resources more efficiently. Sales representatives only have so much time; sales enablement helps them use it wisely and productively. Arming your reps with qualified leads and data-based knowledge helps them to speak more intelligently with prospects and have a better chance of guiding them toward closing the sale.
When done correctly, sales enablement provides the following:
- A list of prospects whose behaviors and actions indicate high levels of interest and engagement
- Topics sales representatives can use to engage individual prospects in high-value and relevant discussions
- Tools and techniques to help track both prospects and customers throughout the buying and sales cycles
- Information that sales can quickly access, customize, and send to prospects to help guide them through the buying process