Who should own B2B lead generation: sales, marketing or both?
You might be thinking, “isn’t the answer obvious?”
It’s not. Let me explain.
I hear the same problem over and over. Sales and marketing aren’t doing a great job of executing lead generation because they both believe it’s the others job.
And you know what? They’re both right. Here’s what I mean.
Companies don’t typically call what salespeople do “lead generation” or “demand generation.” Instead, they use terms like prospecting, business development, pipeline development or social selling.
Even with the increase of content marketing and inbound marketing, I find salespeople get stuck carrying the load of prospecting for their leads. And they waste time struggling to get their foot in the door to find people who want talk to them.