Using third-party reps and distributors doesn't mean business-to-business marketers have to lose control of the leads they generate during the sales process, writes Jason Abbate. He suggests that marketers should ensure leads are being treated well by setting common definitions for qualified leads and working with partners on channel programs. Tell distributors that you plan to follow up and "they will make sure to stay focused on selling your products to your leads," Abbate adds.

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