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900+ B2B Marketers Share Exactly What Makes a Marketing Lead Qualified


MarketingSherpa asked more than 900 B2B marketers to share what information is required in their organizations before leads are passed to Sales. In this week’s chart, they reveal the most commonly used lead qualification requirements. It speaks to some general inefficiency between Sales & Marketing departments, but it really isn’t all that surprising.

b2b lead qualification

It’s worth noting that the average number of qualification criteria selected (per respondent) was only two.

As I’ve stated again and again on these pages, lead qualification is an area where B2B organizations can surely find more proficiency. The most unexpected piece of data is that less than half of those surveyed verified that a lead actually has a valid business need for their offering before passing the lead on to Sales. Thus, Sales is trying to chase down and close leads where everyone is clueless about whether the prospect may even need the solution.

Fundamentally, a lack of mature lead qualification results in misalignment of Sales and Marketing. That’s why it is so important to either qualify your marketing leads internally or hire an outsourced lead generation provider to manage this function.

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I too am really surprised that identified business need was not recognized more as a requirement. Until a business need is identified, I don't consider it a lead, just a contact. 
This reminds me of 800 "leads" I received years ago from a telecom show -- 800 business cards dropped into a punch bowl at a tradeshow in support of a drawing to win a gold club. My sales teams wasted months following-up with people who had no need or interest in our offer.
Posted @ Thursday, October 13, 2011 3:52 PM by Jim Logan
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