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Lead generation ROI depends on a good handoff

In high school track, I competed in the 4 x 100 relay race. My team wasn’t fast but we had a great coach. He drilled us on how to handoff the baton to near perfection.  We won a number of races against much faster teams because we were simply better at execution of the handoff.   

If lead generation were like a relay race – during the handoff – the baton gets dropped more often than not.  I have never seen a team drop the baton and win. 

So if you’re in a competitive race against another company, that runs the same speed as your team, to reach a potential customer, who do you think will win? The team who hands off the baton (lead) better right? 

Does your team take the baton and run when you pass a lead off or does it get dropped?  Assuming you have a universal lead definition and qualify each inquiry already, I’d like your thoughts on how marketers can can improve the hand-off to sales? 

Brian Carroll
 

Brian Carroll is the CEO and founder of markempa, helping companies to improve how they acquire and grow customer relationships with empathy-based marketing and meet the challenges of revenue growth. He is the author of the bestseller, Lead Generation for the Complex Sale, and the B2B Lead Blog which is read by thousands each week. He also founded B2B Lead Roundtable LinkedIn Group with 19,801+ members.

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