One reason sales and marketing have a hard time seeing eye to eye is that each department is focusing on different things, writes Rob Bois. Whereas sales teams tend to think in terms of accounts, marketing professionals often concentrate on nurturing individual contacts. The solution to this problem is to use a "blended lead score," which "captures all buying signals at the account level and uses them to help inform the lead scores at the contact level, meaning that scores achieve a complete, 360 degree" view of the lead, Bois writes.

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