Simultaneously with the change in user expectations and habits, marketing and sales strategies of companies are also evolving.
Considering that competition is getting tougher day by day with a focus on efficiency and speed, companies need to act much more organised and strategically while reaching leads and turning them into customers.
Of course, to achieve this, all units of the company must march towards the same goals. And especially the alignment between marketing and sales teams often becomes a factor that has a critical impact on companies' growth strategies.
We know that the higher quality leads the marketing department generates for the sales department, the more successful the sales reps will be. So what is the formula for quality lead generation?
HubSpot Sales and Channel Team Lead Adrian Rochford accompanied our founder Dr Eren Kocyigit in our NBT Growth Spotlight series for the episode on Marketing Qualified Lead (MQL) Management.
We have compiled key questions and answers of this inspiring conversation in this blog post for those who missed the online meeting.
Let's find answers to essential questions about marketing qualified lead management with pinpointed questions and experience-packed answers!
To understand the importance of marketing qualified leads for companies and departments, we first need to know exactly what it means. That's why Eren chose a broad and difficult first question!
Eren: How do you define marketing qualified leads? Does it vary from company to company?
Adrian:
Understanding what marketing qualified leads are is not enough to understand why we need them. So Eren continued by asking why departments and companies should give importance to marketing qualified leads.
Eren: When talking to our partners from various sectors, we often talk about marketing qualified leads when it comes to measuring growth. Why do you think marketing qualified leads are an essential criterion for calculating growth?
Adrian:
Conflicts often arise between sales and marketing teams when classifying leads. While asking about the definition of sales qualified leads (SQL), Eren also wondered how the relationship between the two departments could be maintained in a healthy way.
Eren: What is the definition of Sales Qualified Leads? And what are the best practices to flow marketing qualified leads and sales qualified leads within a company's pipeline?
Adrian:
When Adrian mentioned the importance of strategy in managing marketing qualified leads, Eren broadened the perspective for the next question and brought growth marketing strategies into play.
Eren: Let's go to the top floor of marketing qualified lead management! Why is creating an efficient inbound growth marketing strategy important for companies?
Adrian:
Even if companies start to identify and generate marketing qualified leads perfectly, they may not see a radical increase in their sales. This is where the sales department's ability to nurture leads comes into play.
Since Eren is the founder of a growth marketing agency that works with holistic growth funnels, he knows very well that every stage of the customer journey impacts one another. So his next question was about the last steps of the customer journey.
Eren: What are the most essential things for sales teams when they are trying to convert qualified leads into customers?
Adrian:
We hope you learned valuable information about Marketing Qualified Lead Management.
You can check out our insights for more inspiring content on growth marketing!