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Intermediate/ Excerpt...

Consider the following factors to help sales and marketing define and agree on lead quality:

• Demand type. A shared understanding between marketing and sales of the type of demand being created significantly impacts the level to which leads can be qualified.
• Sales structure, deal complexity and average selling price. Inside sales teams usually sell lower-priced products, therefore they can handle a higher quantity of lower-quality leads. Field reps target bigger, more complex deals and are rarely in the office, so a lower volume of higher-quality leads is more appropriate for them. Finally, reps who focus on large, named enterprise accounts aren’t necessarily looking for leads from marketing as much as they are looking for sales enablement.
• Other lead sources. If marketing wants sales to value and follow up on the leads it delivers, it must have a clear understanding of other lead sources (e.g. partner referrals, customer referrals). This insight can guide marketing and sales to better define the quantity and quality of the leads marketing should deliver.
• Time and cost. Everybody knows that highly qualified leads cost more and take longer to generate. Less obvious are the sales costs associated with leads that are qualified too deeply or not deeply enough. It’s best to establish the happy medium up front so you are optimizing productivity on either end.
• What is possible. Too often, marketing agrees to deliver leads of a quantity and quality it can’t possibly produce. When defining lead quality, marketing commitments must reflect an honest assessment of what can actually be achieved.

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