The Funny Thing About Funnels

Your sales forecast is down for next month. ☹️

Your sales team is telling you that there’s less business in the pipeline than the target you’ve set. 🤷🏻‍♀️

The marketing team is telling you they’ve generated more leads this month than any other month, so it must be the sales team’s fault. 🤷🏻‍♀️

The sales team is pushing back because they reckon the quality of the leads isn’t up to much – therefore unlikely to convert.

Sound familiar?

You need to establish a lead quality score to keep everyone honest and accountable.

Here’s how:

🟣 Get your sales and marketing team to jointly agree a quality scoring scale.

🟣 You may need to mediate – sales people will naturally lean towards receiving leads that are ready to buy, marketers will want to claim an email address as a warm lead!

🟣 Once you’ve agreed what a Gold / Silver / Bronze lead looks like, marketing should categorise their monthly leads generated and then these leads should be tracked through the funnel to see how they convert.

Once you understand the quality going in the top of the funnel, you can then start to unpick where conversion might be going wrong.