In BtoB marketing in-particular, the line between the marketing team’s responsibilities and the responsibilities of the sales team can get blurry.
That’s one of the topics I covered when catching up with Tom Searcy and Carajane Moore of Hunt Big Sales. They helped train my sales team in 2009 and I recently crossed paths with Carajane again as part of the C-Suite network.
The sales team wants the high quality leads and in order to deliver those, the marketing team needs to know the difference between great leads and bad leads, including not only close rates and AOV (Average Order Value), but LTV (Lifetime Customer Value).
Tom likes to say that marketing is the fuel that drives the sales engine.
The full interview is here: