An MSP business must necessarily have multiple layers to its outreach and acquisitions departments. You need marketing, public relations, sales, management, and more. Unfortunately, diversification of departments predicates diversification of specialty. Following are several negative traits of leads taken from marketing departments and sent to sales:
Marketing Should Only Send Qualified Leads to Sales
The MSP business marketing strategies you use to reach new prospects should have sales referral strategies built in, but they must be strategically modified. If you think a sale might be in the wings, qualify it through scoring leads, and determining you’re talking to someone who has buying power. Essentially, marketing is going to do everything but make the sale, then zip it off to sales.
Ensure Leads Sent to Sales are Legitimately Interested
If marketing departments are engaging with leads, they’ll be able to determine interest. All leads shouldn’t be sent to sales, because sometimes clients submit information for reasons collateral to conversion.
When Marketing Sends Leads to Sales, They Should Be “Hot”
If you’ve had leads at the bottom of a priority list for a while, but no new ones have come, that doesn’t mean you send them to sales. Ensure there’s some qualification trending toward conversion. Pain points and expansion of operations among leads are great indicators they may convert.
More Potential Conversions from Better Marketing Lead Management
An MSP business which trains marketing departments in means of qualifying leads before sending them to sales will enable increased conversions. It will be easier for clients to get service, and you’ll be able to more effectively manage outreach divisions. Marketers can focus on marketing and sellers on conversion. Send sales people hot, interested, qualified leads.