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Why Sales And Fund Marketing Teams Must Agree On Lead Definition

Published: 23 August, 2021

It’s vital that both your fund marketing and sales teams agree on what constitutes a hot prospect. Because what may look like a sales-qualified lead to someone in marketing, may be very different from how a sales rep sees it. This can lead to problems between the two departments and also hampers your asset raising potential.

So, both sales and marketing need to sit down and thrash out some mutually acceptable criteria for the type of leads that are going to get passed onto sales. What boxes need to be ticked to enable sales to do their job properly? When you know this information, you can feed it into your system and – by using lead scoring and grading – ensure that cold prospects have to hit a certain level before they are going to be passed onto sales. The closer your sales and marketing teams work together in this regard, the better. And regular reviews are a good idea to ensure that everyone is singing from the same hymn sheet.

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