Marketing and selling should work together. I don’t think you’ll find too many people who would disagree. Still, marketing and selling departments at companies far too infrequently play nice with each other. The Yankee Group studied the handoff of leads between marketing and sales and found that 40% to 80% of leads were dropped or lost.* See their “Causes of Lost Leads” graphic below.
They also found that an 11% reduction in dropped or lost leads, combined with a 1% improvement in lead-to-client conversion rate, increased annual gross profit by 136%. At first glance this seems unrealistic. It’s not. Read this article and see why.
So what’s going on at your firm? Do marketing and sales work together? Could you be more effective at collaborating between departments and teams? How do you stack up with other professional services firms?
Suzanne Lowe, esteemed industry colleague and leading thinker on professional services marketing, is conducting a survey on the topic. Take the survey here:
http://www.surveymonkey.com/s.aspx?sm=2x080TxYwXC2Tx0DS5NX4A_3d_3d
She’ll feature the results in her upcoming book The Integration Imperative™: Erasing Marketing and Business Development Silos – Once and For All – in Professional Service Firms and share the results with survey participants.
* Increase Revenue by Optimizing Lead Management, Sheryl Kingstone, The Yankee Group, August 2002
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