5/23/2013

Sales and marketing aren't speaking the same language, writes Jeff Hoffman, author and founder of Basho and M.J. Hoffman and Associates. Instead of asking "What characteristics define a potential buyer?" teams should think more about "What activities may indicate an engaged buyer?" Make the prospect's specific engagement the predominant determiner of the lead's health so "marketing can then create new types of campaigns that inspire the behavior that yield better leads," Hoffman writes.

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