INFOCUS

Sean Cheyney
Direct Marketing Posted on February 27, 2008
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Balancing sales and marketing

Your sales team has their hands out asking for the best quality leads so they can make money and grow the business at the same time. You're under the gun to bring in the leads quickly or risk a mutiny from your sales staff. Does this sound like a familiar scenario?

I always find myself straddling the line between what our sales team wants in regards to leads, and what makes sense for our business. It's a constant back and forth between marketing and sales that will likely continue until the end of time. So how can you serve both masters and succeed?

Generating leads is easy. Generating good quality leads that convert at a rate that gives you the ROI you need is another story. When you're under pressure to bring in a certain volume of leads, it's especially easy to fall into a handful of lead generating pitfalls. During my marketing career, I've fallen into many lead generating pitfalls. By simply avoiding these four traps, you'll be well on your way to lead generating success. 

Author notes: Sean Cheyney is the VP of marketing and business development for AccuQuote. Read full bio.

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Comments

Brett Flitton
Brett Flitton March 12, 2008 at 6:03 PM

Excellent! I loved this article. It's good to find someone with the same opinions I have. Affiliate marketing/Lead gen is a great industry but there are a lot of problems. Good advice - i do many of your suggestions already but it's good to see someone promoting self protection with leads.

Sean Cheyney
Sean Cheyney February 27, 2008 at 11:50 PM

Thanks John and Hilary for the comments.

While common sense tells you that marketing isn't done for marketing's sake, it's surprising how many companies throw common sense out the window.

In terms of measurement, hitting or exceeding your profit margin goal is the true measure of a successful campaign.

Hilary Weber
Hilary Weber February 27, 2008 at 8:51 PM

You nailed it, Sean. Solid, practical advice.

John Kaduwanema
John Kaduwanema February 27, 2008 at 7:57 AM

Surely you don't do marketing just for marketing's sake. The true measure of a successful marketing campaign is ultimately increased sales and profit.