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Defining a Lead

John Neeson of SIRIUSDecisions suggests that agreement on sales lead definition between marketing and sales is critical to the success of any demand creation program. Once the sales lead definition is established, it is possible to apply a set of nurturing tactics to move and track a lead through the buying process. Most critical is the criteria for a 'sale ready' lead versus a lead that still requires engagement via the marketing group.

I use many strategies for defining leads with my clients. If you are new to the process, consider using the Sirius Decisions Lead Spectrum as as your guide.


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