This document discusses the changing landscape of lead generation and the need for marketing and sales alignment. It notes that the buyer's journey is now longer and more complex, occurring across multiple channels, and that successful lead generation requires understanding where leads are coming from and their path through the funnel. It also emphasizes the importance of quality data, technology, and processes to provide insights, drive growth, and ensure marketing and sales are working together cohesively towards shared goals.

1. LEAD GENERATION
A Journey Towards
More Meaningful
Pipeline

2. We are witnessing an industry reactive
to changing buyer behaviours and
undergoing major restructure.
We are moving and growing at a
phenomenal pace, with unexpected
competitors arriving on the scene
daily.
This in turn opens doors to new
channels to deliver to market.
The Disrupters
INDUSTRY
DRIVERS

3. A successful offer is dependent on
knowing if the lead is ready
SOURCE: Bizible “The Step-by-step Guide to Measuring Marketing ROI”, Dec 2015

4. 75% of
decision makers have
taken an appointment or
attended an event
based on an
unexpected sales call or
email
SOURCE: DiscoverOrg survey of more than 1,000 senior executives

5. 66–90% of the
buyer’s journey is
complete before
he even reaches out to
a sales person
SOURCE: Marketo, Lean Content Marketing Report

6. Companies focus on the
10-15% of leads that are
immediately sales ready,
Yet they ignore the
70% that aren’t
SOURCE: Annuitas, “What’s Worth More?” Sept, 2010

7. At any given time, only
3% of your market is actively buying
56% are not ready
40% are poised to begin
SOURCE: Vorsight

8. 93% of Asia Pacific
marketers believe digital
engagements can drive
competitive advantage for
their brands
SOURCE: CMO Council, “APAC Digital Directions”, 18th June 2015.

9. As marketers we have
access to numerous
platforms and channels
SOURCE: Frye Lauren & Nguyen Andrew, 2015, State of pipeline marketing, How B2B marketers drive growth, Bizible.

10. Sales & Marketing professionals are
working amidst the rise of an
aggressive and competitive start up
community, born out of crowd funding
initiatives and rapid innovation and
technology growth.
We need to stay open to new
methodologies, with a combination of
innovating and adapting to survive.
New leaders are emerging.
The Innovative Adaptors
BECOMING THE
LEADERS

11. Source: Demand Gen Report
SDRs are the first point of
verbal interaction with
a customer
They mold the customer’s
introduction and perception
of the company
SOURCE: Bizible, “4 Marketing Strategies that turned Act-on Into One of the Top 5 Fastest Growing Marketing Companies”, Dec 2015

12. Inbound leads eventually dry up
Constantly invest in
new lead generation strategies to
prepare for the day when
your existing lead sources run out
SOURCE: Ryan Denehy, Operations & Strategy at Groupon, Blog post 13th April 2015

13. Sales leaders see
lead volume/quality as more important than
skills training & process
SOURCE: CSO Insights

14. If marketing hits its goals,
but sales isn’t hitting theirs,
then the company
as a whole is lacking
+ =
SOURCE: Bizible, “4 Marketing Strategies that turned Act-on Into One of the Top 5 Fastest Growing Marketing Companies”, Dec 2015

15. Pipeline marketers are
focused on understanding
where leads come from and
the path leads take through
the funnel
SOURCE: Frye Lauren & Nguyen Andrew, 2015, State of pipeline marketing, How B2B marketers drive growth, Bizible.

16. Of marketers not familiar with
pipeline marketing, only
28% are tightly aligned with
their sales teams
SOURCE: Frye Lauren & Nguyen Andrew, 2015, State of pipeline marketing, How B2B marketers drive growth, Bizible.
50% of marketers who are
extremely familiar with
pipeline marketing are tightly
aligned with sales

17. With the emergence of big data there
are big expectations.
There are constant demands to
provide insight into sales & Marketing
activity and show measurable ROI
across all channels and data is integral
to creating team alignment.
We need the truest data, best
technology and processes to
cohesively move forward.
The Data Gurus of Growth
DRIVING
GROWTH

18. Companies that increased their
strategic speed improved their
top and bottom lines,
averaging
over a three-year period
SOURCE: Harvard and Economist Intelligence Unit study, “How to Harness The Value of Strategic Speed With Alignment & Analytics”, June 2015
40% 52%
higher
sales
higher
operating
profits

19. Pipeline marketing is a
mindset and set of
practices used by
marketers focused on
getting real results
from their marketing
SOURCE: Frye Lauren & Nguyen Andrew, 2015, State of pipeline marketing, How B2B marketers drive growth, Bizible.

20. Over 50% of leads in the average B2B
contact database are obsolete
Source: IDC Report

21. Marketing Automation, Customer Relationship
Management, and Marketing Attribution Platform
make up the foundation for a
strong demand generation program
SOURCE: Frye Lauren & Nguyen Andrew, 2015, State of pipeline marketing, How B2B marketers drive growth, Bizible.

22. Industry estimates show that
data decays at a rate of
25%-30% per year
SOURCE: Annuitas, “What’s Worth More?” Sept, 2010

23. Data-driven marketing is on the
rise
And no wonder - marketers would
be 6X as likely to report higher
profits if they use
data-driven strategies,
SOURCE: “Three ways it pays for marketers to be more data driven, Doug Campeljohn, Aug 2015

24. Data integrity is just as important as lead generation,
especially if you want teams to successfully
work the leads you generate
SOURCE: MarketingProfs, “Six Huge Lead-generation Pitfalls That Are Hurting Your Business”, Dec 2015

25. SOURCE: Marketing Profs, “Six Huge Lead-Generation Putfalls That Are Hurting Your Business” Dec 2015
Whether you attack data integrity
all at once or piece by piece,
you provide your team with better quality
contacts and a much higher chance at success

26. Sales ignore a much as 80% of marketing leads
When sales & marketing work well together,
businesses are 67% better at closing deals
SOURCE: Marketo & Reachforce
+ =

27. Consult with SalesPond for sales & marketing alignment
www.salespond.com
info@salespond.com