So, we've been thinking – the journey we take our leads on? It’s kind of like watching a kid grow up, isn’t it? From before they even show a glimmer of interest until they're full-fledged customers, it’s quite the adventure. Let’s chat about this wild ride, shall we?
As a parent, I've always thought of generating leads as similar to raising our little ones. Before the leads even exist, we dream about what they will be like and try to plan the best future for them. When the leads come into us, we pour our hearts into nurturing them, feeding them a steady diet of healthy content, guiding them to the right path, and giving them plenty of attention.
Now, here’s the kicker – just like parents who think their kiddos can do no wrong, we might be a tad biased about our leads. We love every lead that we get - including the ones who might (GASP) have Gmail, those who might not be quite ready to buy even though they are willing to talk to sales, and those who might have a lower budget than we know is necessary to move to the next step in the buyer's journey. We believe in their potential, which is great, but hey, not every lead is a winner, and that’s A-OK.
After Marketing does all it can to nurture and raise these little leads, we now have to face the idea of sending them to Kindergarten (aka, passing them off to the Sales team). Any parent knows the first day of school is a pivotal (and scary!) moment in our children's lives, and it is similar to the Sales handoff. The Sales team is like the cool teachers who take our prepped and primed leads and show them why choosing us is the smart move. It’s their time to shine, helping these leads find their way. As Marketers, it can be incredibly frustrating when our Sales counterparts don't see the potential in our leads, or ignore them in favor of the lower-hanging, more enticing fruit. This is often where the Sales and Marketing Blame Game happens.
But let’s be real – some of these leads? They’re tough nuts to crack. Just like teachers with a challenging class, our Sales folks sometimes need to pull out all the stops. It takes patience, creativity, and a whole lot of persistence. And not every Sales rep has the time, willingness, patience, or ability to handhold these lead babies throughout their journey. The lead handoff process to Sales does not mean that Marketing steps out of the equation. Marketers sometimes need to continue to nurture these leads well after the handoff to Sales to ensure their successful journey to the customer, just like how parents need to help their kids with homework and projects. If a lead is struggling or needs some extra help, it might be time for a parent/teacher conference. Sales and Marketing need to regularly come together to discuss their leads, determine why certain leads are failing while others are thriving, and create a plan that will guarantee optimal outcomes for all parties.
When a lead finally converts? It’s like watching them toss their cap in the air on graduation day – pure magic. Sure, not every lead gets to this point, but that doesn’t mean we stop cheering them on. The best thing both Sales and Marketing can do is to be honest with themselves about what success looks like for their prospects. We all want our progeny to graduate from college and have the best, high-paying careers, but sometimes a vocational school or apprenticeship or a job right out of high school might be the best fit for our children. Not every lead will be a great fit for your product and/or service, just like how not every child will graduate and go to college, and that's OK! There are many pathways to success, and your product may not be one of them for your prospect.
Every journey, every interaction, it’s all a chance to learn. Whether they become lifelong customers or decide to go another route, each lead teaches us something. It’s all about picking up the lessons, communicating as a Smarketing team, implementing these lessons into our process, and rocking it even harder next time.
So, there you have it – the epic journey from the first steps to the closed won deal. Marketing and Sales, we’re in this together, turning leads into customers, one step at a time. Here’s to the journey, the wins, the challenges, and everything in between.
Ready to Amp Up Your Lead Journey?
Hit us up! Let’s chat about making your lead handoff smoother than ever. Together, we’ve got this!