Turning lead talk to opportunity focus

12/22/2011 | Marketo

Speaking the lingo of top executives can help marketers broaden their focus beyond leads, writes Kelly Waffle. Try talking about business "opportunities" and report marketing's performance along the length of the sales pipeline, taking credit for all those touch points that influenced sales. Working with telequalifications teams more closely and adjusting compensation accordingly can lead to a better welcome in executive meetings, Waffle adds.

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