Aligning Your Sales and Marketing Teams

During the first half of your workshop, you need to address the following 

Come up with shared definitions for leads, opportunities, qualified leads, and so on. 

In the past, SLAs were typically used in technical support, where tickets prioritized, followed up on, and escalated in case a technical support eissoci-ate did not follow up on the issue in the allotted time. This technique has become increasingly popular in the sales and marketing world to prevent either tecim from dropping the ball. 

The easiest way to keep track of these SLAs is in a customer relationship management (CRM) system or a marketing automation tool because you need a way to determine when a lead gets passed from marketing to sales and when that lead has received a follow-up call. 

After you have that agreed-upon criteria between sales and marketing on the definition of a good lead, you can use the SLA process to ensure that marketing isn t wasting the sales team s time with poor leads, and you can 

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This chapter goes into detail to help you define your lead generation goals, craft your lead generation road map, build a business Ccise for lead generation to key stakeholders, and align your sales and marketing teams. 

Align your sales and marketing teams Increcise lead scoring for event attendees through marketing automation and alert sales when hot leads attend. 

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