Marketing teams usually rejoice when they see a lead entering the funnel. However, in most organizations, the joy proves to be short-lived. Now, why does this happen? It happens because the same leads get stalled, go cold, or are rejected by the sales team.Â
So, are such leads bad or unpromising? No. It isn’t always and necessarily the case. Such leads fail because they lack sales alignment. In other words, the marketing team and sales team lack a common understanding of what ready-to-buy means.Â
In environments like these, Marketing qualified leads (MQLs) are often seen as numbers and not opportunities. As a result, even the best leads fail or go untapped. But why does this even happen? Let us explore some reasons for it.
1. Engagement Matters and Not Intent!
Marketing teams usually qualify leads based on behavior signals. Some crucial ones include content downloads, webinar attendance, email clicks, or the time a lead spends on the website. Yes. These aspects signal interest. But they don’t necessarily reflect buying intent. For example, a lead may browse the website and click to download a whitepaper. But they may do so only for information and not to purchase.
On the other hand, the sales team requires clarity on various aspects before it qualifies a lead. These include budget availability, decision-making authority, urgency, and pain points. So, when MQLs focus more on engagement instead of intent, sales teams receive curious but not committed leads. The result is low conversion, frustration, and conflict!
2. Sales and Marketing Have Different Definitions of Readiness
Sales and marketing often speak different languages. By languages, we mean understanding and defining what leads are. For instance, the marketing team may consider a lead prepared to buy once it hits a scoring threshold. But the sales team considers prospects worthwhile only when they can have a serious buying conversation.
The lack of a mutually agreed-upon definition of sales readiness compels MQLs to fall into a gray area. As a result, marketing teams think the sales teams are too lethargic to follow up with a lead. And on the other side, the sales team blames marketing for generating low-quality leads. Essentially, it refers to a disconnect that affects numbers and opportunities.
With Demand Fluence, align MQL SQL stages to ensure every lead handed to sales is truly ready to convert
3. Differences Between Speed-to-Lead
In today’s competitive world, pace matters. You may lose even the best-suited leads to your competitors if you take too long to assess their worth. Experience says, responding to a lead within 5-6 minutes of its receipt can increase conversion rates by 8-10X.
So, where’s the problem? The problem is sales readiness alignment. In situations like these, leads often long for a call from the provider. In highly competitive domains, they may stay active for up to 48 hours or less. The sales team spends time determining the lead’s worth. By the time it approaches the lead, the competitor, who was agile enough, may have already taken it ahead.
4. Lack of Context = Unprepared Sales
When sales teams receive MQLs without context, they have no option but to begin conversations on a generic note. They would know that a lead has downloaded an eBook, a report, or attended a webinar. However, not why they did it.Â
Such a lack of contextual awareness may result in generic sales conversations that seldom convert. Besides, leads lose trust in such companies. They perceive them as random callers trying to catch a fish with a wide net.
5. Incompetent Lead Scoring Models that Ignore Real-World Buying Signals
Often, companies build lead scoring models in isolation. They optimize the models for marketing metrics but not revenue outcomes. As a result, they overvalue without consumption, undervalue firmographic or intent data, and ignore sales feedback on what converts. In the absence of sales input, scoring models flag even wrong leads as qualified. Such an approach overwhelms pipelines with leads that look promising theoretically but not practically.
6. Misaligned Buyer Expectations
Modern buyers expect marketing and sales teams to be aligned. But when these departments aren’t, buyers feel lost and disconnected. For example, the marketing team commits to educating the prospect. But the sales team tries to pitch. The marketing executives attempt to nurture leads. Sales teams pressurize them. The result is friction.
Want to Create an Aligned Sales and Marketing Ecosystem?
Today, it isn’t about generating leads alone. It is about sealing opportunities. But this becomes challenging when you have a misaligned sales and marketing team.Â
This is where Demand Fluence steps in. While helping you produce premium leads and set appointments, we help you streamline your sales and marketing ecosystem. Our experts also review gaps and address your specific pain points to create a mutual lead definition, build competent lead scoring models, and ensure sales-marketing alignment.
Want to discover how we can do it for you? Email us at hi@demandfluence.com to connect with our experts and discuss your requirements.
