Many B2B sales people and business owners are constantly complaining about their sales leads. “We have too many bad sales leads,” they’ll say. Or, “These leads are no good.” Being frustrated with the quality of the sales leads often causes B2B sales teams to fall into a trap of constantly demanding more and more sales leads (with all of the marketing expenses and lost time that this involves), only to discover that they end up back on the same treadmill of “too many bad sales leads.” Instead of wanting “better” sales leads, perhaps your company needs to ask, “What can we do differently to get better results from the sales leads that we already have?”
One of the biggest reasons for complaints about “bad sales leads” is very simple: a lack of inbound lead qualification. Many B2B companies do a surprisingly lackluster job of qualifying their sales leads upfront – lots of companies simply forward their new sales leads to the sales team, without ever asking any questions or doing any preliminary sorting. Or you might see situations where B2B companies route all of their sales leads through a single overworked, undertrained gatekeeper, like a receptionist or administrative assistant, who doesn’t have time to do anything other than take a message and pass it along to the sales team.
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