WHAT'S NEEDED TO LAND + EXPAND IN STRATEGIC ACCOUNTS
Seeding and harvesting the sales pipeline - the process of acquiring, capturing, qualifying and converting business opportunities - is essential to the growth and profitability of B2B marketers across every industry and geographic sector. Customer demand generation is a mission-critical process in which companies invest heavily, but generally,
are dissatisfied with the results.
Put positively, it is a business process ripe for performance improvement.
Lead leveraging through integrated marketing and sales execution represents an essential but under-managed discipline in today's commercial enterprise. Top executives, as well as sales, marketing and channel management professionals, are dissatisfied with the effectiveness with which they acquire new customers, as measured by either close rates or return on investment across the selling cycle.
While they consider new customer acquisition to be essential to the growth of their companies, few have implemented formal processes or standards to optimize results, return and compliance. One might surmise that the lack of formal processes is based less on a desire to improve business performance and more on a lack of understanding about how to formalize, measure and improve those processes.
TAKING BETTER AIM WITH INTENTION INSIGHT DATA The CMO
Council is advocating an updated model for smarter buyer insight and intention-based strategies and approaches in the rapidly emerging account-based marketing field.
The CMO Council has teamed with WM America on a thought leadership initiative to advance lead revenue science practices through a certified.
Lead Evaluation and Assurance Process, or LEAP. It covers new AI-driven systems, resources, content, channels, and platforms for improving prospect harvesting, conversion, and yield, particularly in the B2B technology sector. In today's competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments. There's an opportunity to improve predictability and performance. It's time to turn the tables on inefficient, ineffective and outdated practices for anticipating, adapting and responding to customer needs and opportunities.
