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Sales Lead Management Association Radio

23
Jul 2019

Why Sales is Surrendering the Pipeline to Marketing

July 23, 2019

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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.

 

In recent 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.

  • Marketing manages the CRM System, Marketing Automation, AI software, telemarketing, reporting and often the pipeline forecast.
  • Sales closes, if it is needed

Jim Obermayer is the host with the commentary this week.  

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