Marketing departments may be able to generate leads, using email and other channels. But there’s no guarantee the leads will ever enter the sales pipeline, judging by the RevOps Reality Check survey, a study from Openprise.
Of the marketers polled, 58% or only somewhat or not at all confident in their firm’s ability to deliver an inbound lead to the right salesperson.
Moreover, only 34% are very confident in their organization’s data onboarding and list loading processes.
In addition, 54% are only somewhat confident — or have no confidence at all — in their company’s data-cleansing processes.
Meanwhile, only 35% have complete confidence in their firm’s ability to score leads accurately, and only 32% in their organization’s account scoring strategies.
And, 51% lack full confidence in their firm’s ability to execute lead-to-account machine, and 56% in their ability to segment their database by such variables as demographics, industries, job functions or product interests.
“Everyone knows that today’s buyers expect a seamless experience at every stage of their journey, and that requires complete alignment between the marketing, sales, and customer success teams,” says Allen Pogorzelski, vice president, marketing, Openprise.
Pogorzelski recommends turning to the discipline of revenue operations (Rev Ops), a B2B model built on revenue rather than sales,
Openprise, which offers a RevOps Automation Platform surveyed 270 U.S. based B2B professionals across sales, marketing, and revenue teams.