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    5 Misconceptions About The Sales Funnel

    by Jan Beery on May 22, 2014 6:54:45 AM

    Screen Shot 2014-05-22 at 10.34.35 AMIt begins with an idea. We need a sales funnel! What will be put IN the sales funnel? Leads. How will we get those leads? Marketing will do it! Who's responsible for filling that funnel? Who will follow up on all the leads marketing will get us? I thought I’d share some of the misconceptions about what the role of the sales funnel is, and who’s responsible.

    Everyone has a role in the management of a Sales Funnel. It requires both sales and marketing to do the unthinkable, actually speak to each other. Sales and Marketing NEED each other, in order to produce quality leads, and increase sales.

    We’ve all heard the phrase, "if it seems too good to be true…."

    It’s a mindset of many marketers, and business owners, that will result in a litany of consequences.

    Our friends at Hubspot shared a great list of reasons around, Why Purchasing email lists is always a bad idea. At KBK, we’ve utilized various strategies over the years, and I promise you, a purchased list is not part of our strategy.

    "There's no such thing as a good email list that's for sale."

    • Misconception #2: Qualified Leads, means all leads are ready to close.

      • Understanding that “50% of leads are qualified but not yet ready to buy, it’s critical to consider how to nurture all leads at various stages of the buying cycle.” This is where marketing is nurturing with relevant content. (Source: Gleanster Research) Tweet This Stat

    • Misconception #3: The Sales Funnel is the responsibility of Marketing.

      • “79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.” (Source: MarketingSherpa) Tweet This Stat

    Lead nurturing is a commitment, on the part of your team to build content consistently, and answer the questions your target personas have. How is your company able to provide solutions? Talk about it!

    • Misconception #4: Once a lead is in the Sales Funnel, Sales should contact them.

      • Sales training for the team is so valuable in helping the team understand when, and how to follow up with leads.

      • Only 25% of leads are legitimate and should advance to sales. (Source: Gleanster Research) refer back to the sales funnel. At what stage of the sales funnel are they? Tweet This Stat

    • Misconception #5: Leads should only be the responsibility of sales, when they’re ready to close.

      • Not exactly. Marketing and Sales need to work as a cohesive team. This will help in developing content and objectives around your target personas.

      • Define your sales hand-off process, so you know what triggers should happen when passing leads on to sales for follow-up.

      • “61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified.” Sales and Marketing MUST work as a team! (Source: MarketingSherpa) Tweet This Stat

    The role of the marketing and sales teams have a line between them that is quickly fading. This is a great time to be in sales and marketing. It’s a change in mindset that will result in honestly helping your customers by providing solutions. I truly see the value in larger than life, long term relationships being developed. Your website is the very foundation or hub to make that happen.

    Jan Beery is President here at KBK Communications, where she leads her team as they help their clients manage inbound and outbound marketing strategies. Prior to founding KBK Communications, Jan spent 25+ years in the Healthcare field, on the Medical Manufacturing side. You can connect with Jan on Twitter, LinkedIn, and Google Plus, or read more of her posts on KBK Communications’ blog.

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