Have you noticed how something can look one way to one person, but entirely another way to someone else? In Chapter 4 of David Lewis’s recent book Manufacturing Demand: The Principles of Successful Lead Management, he tells a story that will sound familiar to many a marketer:
I strolled over to Joe in sales and asked, ‘So, hey, what do you think of all these leads we’ve generated?’ ‘David, let me put this to you simply: Your leads suck.’ What? We were cranking out the leads. How could he have a problem? Well, it turns out his problem with our performance was legit.
The first step in improving alignment between Sales and Marketing is to find a common vocabulary and glossary of terms that each group can agree upon. Defining the Demand Funnel is an important early step in the alignment of sales and marketing, and, as such, must be a collaborative process between the two camps.
Find out how Joe and David improved marketing and sales alignment using the demand funnel. Read Chapter 4: The Demand Funnel: The Path to Revenue.