When does the marketing department’s role end and the sales department’s role begin? Very specifically, when should a lead be passed from marketing to sales?
This is a tricky question, and as with most marketing and sales best practices… it’s not always black and white. Every organization is different and it’s important that you work with your Inbound Marketing Consultant to customize a marketing and sales agreement plan that enables you to effectively qualify, distribute, track, and ultimately to close your leads.
One of the first and most important steps is determining how you’ll classify leads and determine when they are ready to be contacted by a business developer (if you have someone in the role) or by a salesperson, or whether they should be nurtured via automated email marketing before reaching out. You need to develop your company’s definition of what is a Marketing Qualified Lead (MQL) and what is a Sales Qualified Lead (SQL). That decision should evolve from discussions among leadership and staff from both your marketing and sales departments to ensure everyone is in agreement and expectations are clear.