©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Lead Management: Getting Tactical at the Intersection of Marketing and Sales
IDC, Kathleen Schaub
Most B2B companies will readily admit that the Internet has irrevocably changed marketing. However, fewer companies can assert that they’ve adapted their lead funnel to digital reality. IDC’s research on buyer behavior, funnel conversation rates, and sales and marketing practices demonstrates how today’s empowered buyer is subverting the traditional lead funnel, leaving sales productivity in the dust.