Sales and marketing operations have progressed to a point where we can readily access the contact information of those who we are trying to target with our sales pitch or offer. In best-in-class scenarios, there is an active mapping of buyer personas to the buying journey so that an intelligent mapping of who is going to be involved in any decision process is understood.
We even have the ability to “score” these leads based on implied interest such as website visits, email campaign activity such as opens or clicks, and downloads of collateral pieces. There are even advanced scenarios where predictive analytics can be used to intelligently lead score prospects based on their potential interest and match to your target customer. This is all done in an effort to improve targeting — who should be contacted first and who has the greatest probability of converting into an opportunity and ultimately becoming a customer.
This is fantastic technology for getting the customer to engage and become a sales opportunity. The signals, activities and demographics that these technologies leverage are great pieces of information to be maintained as the lead is passed to sales.
How can we better leverage this information in the sales and sales enablement processes to help close deals?