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Sales Lead Management Association Radio

28
Feb

The Argument: Does Marketing Now Own the Pipeline?

February 28, 2018
00:0000:00

Listen on iTunes while you go bird watching! 

 

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The sales pipeline, aka the sales funnel is the long-standing measurement of the past, present and future for a company.  In the not too distant past marketing dumped demand into the beginning (top) of the pipeline and sales took responsibility for the rest of the process.

For years marketing has chipped away, usually unintentionally, at various steps of the sales pipeline to aid the salespeople.  Most of this is made possible by marketing automation and telemarketing being managed by marketing. After reading some of the more recent research from Velocify of late and comments by people I respect, I think that the sales pipeline ownership has finally shifted from sales to marketing.  Marketing in more sophisticated companies probably manages more than 50% of the pipeline steps now and to me that means ownership has shifted.

Jim Obermayer is the host with the commentary this week.  Guests may call in on the studio lines at:

1st 949-330-7761

2nd 949 330 7762

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