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Meeting Quota on Time


There are many factors that keep technology sales and marketing leaders up at night. All these worries can be summed up in one bottom line concern, ‘meeting quota on time’.

Marketing is focused on driving demand that culminates in BANT (budget/authority/need/timeframe) qualified leads. Those leads are then forwarded to inside, field and channel sales teams for conversion into sales. Unfortunately most of these leads simply won’t convert. One consequence is that marketing stakeholders demand more accountability from sales, and in certain cases require service level agreements (SLA).

While sales teams are razor-focused on retiring quota, they view most marketing leads as not “sales-ready” and a distraction. Therefore, when sales is called to account for low conversion rates on these so-called BANT qualified leads, it creates a high level of frustration for sales teams.

The misalignment between marketing and sales lies in the caliber of opportunities that are being generated...


Lead is just the start


Today, marketing managers have an extensive box of tools to help drive awareness and demand such as events, webinars, social media and inbound content marketing. Nearly all leading marketing departments in the technology sector have placed a heavy emphasis on these important tools. Prospective customers have a wealth of information at their fingertips from many sources, including the competition.

Social media is helping change the way IT decision makers keep up to date on the latest technological trends. With the wealth of information, most decision makers are knowledgeable and highly informed. If a large share of your customer’s business is with a competitor, you can be sure that gaining their mind-share will be an uphill climb.

It is important to note that a very small percentage of B2B customers will make decisions to change vendors based solely on social media content, seminars, or marketing events. At some point, a dialogue must occur for a customer to take action. Relying on customers to change vendors on their own with no guidance is unlikely and can result in a lost market share and customer loyalty. For this reason, B2B outbound telemarketing remains a critical component of the demand generation engine.


Complex or high tech products and solutions require a more elevated selling approach, in- volving a series of logical engagements that are designed to draw out the needs of the customer, allowing sales to align the right solution to that need.


So why does the misalignment still exist?

The answer lies with the caliber of the opportunities produced and forwarded to sales.

As sales and marketing leaders, you have likely attained your position by demonstrating an advanced ability to engage customers, position your value proposition, and align your solutions to their needs. So, why would you allow prospects to be handled differently and expect quality results?

Selling complex technology solutions requires a successful solution selling process that puts the customer’s needs first. If this process is circumvented, it is unlikely that a trusted advisor status will be attained with the customer. Until marketing embraces this key fact, the misalignment between marketing and sales will continue to result in lost business and a poor customer experience. 

Complex or high tech products and solutions require an elevated selling approach. Advanced technology products demand a series of logical engagements designed to draw out the needs of the customer, allowing sales to align the right solution to those needs. Bypassing this process in favor of a quick and easy sales pitch is a waste of time and money. 

A lead initiated by outbound cold calling, events, or social media is just the starting point of an engagement to build a relationship with a potential customer that should result in increased business.

Customer Centric Approach If you are selling complex technology solutions, the successful process must involve a solution selling tactic that puts the customer’s needs first. Leads generated by outbound cold calling, events, or social media are just the starting point of an engagement that will build a relationship with a potential customer that should result in increased business.
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