Leads continue to be a bone of contention between sales and marketing with sales reps feeling that most leads aren’t worthy of the name.  B2B sales reps are notorious for ignoring or cherry-picking leads, particularly if they believe that marketing has placed lead quantity above lead quality.  This lack of lead quality was a primary concern in David Mamet’s drama Glengarry Glen Ross:

“These are the new leads. These are the Glengarry leads. And to you they’re gold, and you don’t get them. Why? Because to give them to you would be throwing them away. They’re for closers.“

The idea of the best leads being funnelled through management seems rather quaint.  While marketing generates and nurtures leads, the majority of B2B business is directly developed by sales reps. 

These aren’t purchased lead lists or names collected from webforms, but hard-earned connections built over time through warm calling, networking, account monitoring, and selling deeper into an organization.  At B2B firms, leads are often generated through building relationships across complex family trees and jumping on opportunities as they arise.  One way to find these new opportunities is to license a sales and marketing intelligence service with high precision sales triggers.

Sales Triggers Signify Corporate Disruption

Sales triggers warm up cold calls and provide a reason to reach out to prospects.  These timely insights help identify whom to call along with a messaging hook which ties the event back to your value proposition.  They are moments of organizational disruption when new processes and vendors are more likely to be considered.  Triggers provide insights into inflection points when processes are likely to be modified.

Michael Levy
About the Author
Michael R. Levy, former Manager of Strategy and Competitive Intelligence of Infogroup, is the principal of GZ Consulting, a US market research and competitive intelligence consulting firm. He focuses on information services including sales intelligence, CRM, data hygiene, and marketing automation. Michael is also the author of "2017 Field Guide to Sales Intelligence Vendors".

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