• Target market segments
  • Target buyer personas and their buyer’s journeys
  • Sales and marketing funnel and definition of leads at each stage
  • Acceptance/rejection criteria for passing leads to sales
  • Process that allows sales teams to recycle not-ready leads back to marketing for further nurturing
  • Key performance indicators
  • Feedback method
Because of recent shifts in buyer behaviour, the handover from marketing to sales is now less distinct.

As a result, it is imperative that sales and marketing work together throughout the prospect’s buying journey in order to deliver the best possible customer experience and prevent them leaking out of the sales funnel.

A well implemented marketing automation platform supports the sales cycle, ensuring sales teams have access to more quality leads and detailed tracking and activity alerts.