Sudarshan Y. - Exactly the key term being 'Ready to Buy' how marketing and sales align on what actually constitutes as intent. I agree with Eric J. views on web traffic and top of funnel (TOFU) activities. Far too many pipelines are filled with folks that read a blog or downloaded a piece of content. True intent is made up of both TOFU and MOFU activities, that in my view is when an MQL becomes sales ready. Achieving alignment between sales and marketing is all about communication and the agreed-upon lead scoring criteria, with a collective understanding of funnel handoff points, lead ownership and accountability. Eric's points on messaging are spot on. Both marketing and sales need to collaborate to ensure messaging is unified across all funnel touch-points. If targets are being missed due to misalignment, it's time to revisit the go-to-market (GTM) fundamentals, realign strategies / tactics and refine processes until conversions improve, then scale the optimised approach. Definitely a pain point for AE's, especially if a business is very traditional in it's approach to growth.
Lead quality - in my experience comes down to two things. Poor fit (ICP/DM Personas) and qualification. If the ICP is not a fit, then your teams wasting valuable prospecting time. If the ICP and target persona's are a great fit but they score low on the qualification framework, then the sales process, and possibly any misalignment between marketing and sales needs fine tuning. Some believe AI can solve lead quality, it can help improve quality but only if the GTM basics are done well and your sales and marketing teams are fully aligned on what constitutes an actual lead!
Hey Everyone, 👋 I’m Lisa, based in sunny Southend, a commuter city just outside of London. After 15+ years of helping SaaS startups grow and scale, I decided to take the plunge and start my own venture, focused on helping impact-driven brands build sales pipelines that convert. Strategy and outbound are where my passion lies, so that’s where I focus my energy. If interested, you can check out what we’re up to at Growthgorillas.co.uk. We’re still in the early days, it just me and a couple of contractors but it’s been an exciting start to the adventure! 🚀 My career's taken me through the whole GTM evolution, from the old-school 360 BDM approach to specialised SDR/AE/GTM engineering teams and back again. I've led growth across various markets and honestly love the strategy/outbound side of things most. If you're launching a new sustainability-focused product, building out your BD strategy and GTM, or just working through your playbook and considering branching out into new markets, I’m always up for a virtual cuppa and chat. Feel free to connect with me here: LinkedIn. Looking forward to sharing ideas and contributing to the community! 🙂
