Triggering Your Own Glengarry Leads!
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.
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.
