There are a lot of challenges small to mid-sized businesses face when it comes to sales and marketing — from how to best connect with prospects to how execute a full scale territory management plan and sync their marketing and sales efforts in a well orchestrated effort to bring in new business.
Lead Generation Challenges
LeadGen falls into the latter category. While most managers will agree that lead generation marketing is an important part of building a pipeline, organizations often struggle with executing a consistent effort. Some, in a very inefficient use of a valuable front line resource, even try leaving the task to their sales reps.
As an outsourced sales and marketing firm that specializes in new business acquisition for our clients, we’ve found that at the end of the day for the majority of organizations we have worked with, coming up with ideas is rarely the challenge.
The challenge lies in
- Bringing those ideas to fruition, quickly, easily and repeatedly.
- Coordinating sales and marketing in such a way as to maximize the effectiveness of the effor
- Devoting the resources necessary to create and consistently execute campaigns that build brand awareness and generate warm inbound leads.
- Extrapolating and logging the relevant data (from an outbound campaign) and applying the knowledge gained in a meaningful way.
While some of these challenges stem from a lack of the necessary personnel or infrastructure to implement a wide-scale effort, part of it is because many organizations aren’t quite sure who should own the lead generation function. That is really a subject for another blog but suffice it to say, it should really be a joint effort between sales and marketing.
Buy vs. Build?
Ultimately, an organization struggling with the above mentioned issues who wants to keep their sales pipeline full will need to make a decision. Do they buy or do they build? They will either need to build within their organization, putting the people and the processes in place to be consistent in their lead generation efforts or they will need to outsource their lead generation activities to a company, like Saletech, who already has all the pieces in place to run a dedicated campaign.