Looking for more qualified leads? Stop selling your product!

It is always interesting to examine the evolving and ever-tense relationship between sales and marketing. And as far as tension goes, nothing quite beats the tension in product oriented companies. When it comes to SaaS and B2B companies, the sales team expects marketers to provide them with highly qualified and sales-ready leads, that have expressed a specific need and interest in the products, have the budget to spend and are ready to make a transaction.

Poor marketers — expected to perform faster, smarter and boost the sales pipeline more than ever before. Though we live in a hyper marketing era, with numerous supporting products, automation tools, and analytics to support every move — the marketer’s job does not get any easier.

The resulting tension has marketing teams standing on their toes to create great content, get creative with distribution, nurture leads passionately and get personally acquainted with each automation platform on the market. However, automating every touchpoint in the journey will only take sales and marketing so far. Why? Because what generates great results are great salespeople — men and women who connect with their prospects on a personal level, far beyond the scope of any platform, product or feature. A connection that is based on mutual values (i.e. sports). Nowadays, marketers are expected to create that magic, preferably in a no touch or low touch journey.

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