The success of a company’s Sales and Marketing teams lies in their ability to convert leads and prospects into customers. One vital factor in doing so is how well Sales organizations follow up with the inbound leads that Marketing generates to qualify them.
In our 2020 Sales Effectiveness Benchmark Report, Conversica commissioned independent researchers to secretly shop 1,177 companies across the technology, telecommunications and media & entertainment industries. This report analyzes their efforts to engage with inbound leads and identifies trends in lead engagement strategies.
Companies and industries were graded using four key elements of lead engagement, which we identify as the 4Ps of sales effectiveness:
- Promptness: How quickly did a company follow up on an inquiry with a personalized response?
- Persistence: How many attempts did the company make to follow up with the lead?
- Personalization: To what extent was the response personalized? Did the response move the conversation forward?
- Performance: Did the email successfully reach the lead’s primary Gmail inbox? Or did it land in Promotions, Social, or Spam?
The findings from this report can help you understand where your company stands relative to others in your industry, which factors are strong indicators of success or failure, and what measures you can take to align your Marketing and Sales teams with best practices.
Explore the 2020 Sales Effectiveness Benchmark Report to learn more.