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6 minute read
Sales and Marketing teams have long been at odds. Cats and dogs often get along better with
each other. Look at the lead generation dilemma. Is it a sales or marketing problem?
The answer is “Both.”
But it’s not really a problem…unless you don’t address, define, and manage your lead
generation new home sales in a more collaborative way.
Whose job is it anyway?
Marketing works on a range of channels—digital advertising, social media, SEO, direct mail,
emails—to find and reach prospective buyers. But when Sales isn’t converting enough, they
point an accusatory finger at Marketing for either (1) insufficient leads or (2) poor quality leads.
Sales blames Marketing for lacking in quality and quantity. Marketing, in return, thinks Sales
isn’t working the leads properly. In real estate developer and builder marketing, this conflict is
counterproductive to the company’s goals.
When these two key teams are at odds with each other, your system fails to convert sales.
Before you can determine who’s responsible for your resort marketing or new home sales
leads—generation AND management—look at what’s involved. Then you can decide on “who”.
What is a lead?
Before you assign responsibility for lead generation, be clear about the definition of a lead. First
of all, a lead is not the same as a prospect. The confusion here can create issues.
A prospect is someone who fits your customer profile—a target audience or buyer
segment—but hasn’t yet interacted with your company. They represent possible leads.
A lead has already taken some kind of action to connect with your business. They’ve requested
information about your properties, opened an email, commented on one of your social posts,
or visited your website, for example. They’ve demonstrated interest. Now, it’s the job of
Marketing and Sales to cultivate that lead.
And leads look differently to Marketing and Sales teams. Marketers look for potential buyers
and encourage further engagement at the top of the sales funnel, where Awareness and
Interest represent the first step.
- Marketing’s job with lead generation is a long-term plan:
- Identify the target audience.
- Find out where to connect with possible buyers.
- Craft the marketing message.
- Connect with them through marketing channels.
- Cultivate relationships with leads to foster more meaningful engagement.
- Measure the metrics of these efforts.
- When the lead is fully qualified, pass it off to Sales (in the middle of the funnel:
- Consideration and Intent to Buy]
- Sales represents a much shorter term effort:
- Make contact with the lead.
- Convert the lead to a customer.
Marketing Funnel vs Sales Funnel
We talk about the sales funnel. It starts at the top, with Awareness and Interest. The middle is
Consideration and Intent. Then, at the bottom of the funnel, where you’re about to filter down
to closure, the focus is on Evaluation and Purchase.
But we should create two separate funnels from this one to better understand the two
separate roles of Marketing and Sales teams.
The Marketing Funnel starts at the top of the Sales Funnel. Even though we only use “Sales” in
the name of the larger funnel, the Sales team doesn’t touch the top tier.
Interest and Awareness is entirely the job of Marketing.
● Attract prospects through the use of marketing channels.
● Educate the prospects with informative content.
● Encourage meaningful engagement.
● Measure the effectiveness of the efforts through analyzing key metrics.
Marketing continues into the middle of the funnel: Consideration and Intent. They keep driving
engagement with their efforts.
And here, halfway through the funnel, Marketing hands off the lead to Sales, who guides the
strong lead toward the sale. It’s a relay. And just like a relay team, the smoother the hand-off,
the faster they get to the finish line!
Where should the hand-off happen? At the right moment when a marketing lead becomes a
sales lead. And where exactly IS that?
MQL or SQL?
Once a prospect becomes a lead, that person needs to be qualified. Are they a serious buyer?
Will they be one eventually? Or is it just someone who is just looking around for information,
the tire kicker?
Again, we need to differentiate the lead generation role of Marketing from that of Sales. This
happens in the qualification process.
A Marketing Qualified Lead (MQL) has made deliberate actions to demonstrate a high level of
interest in the company’s product or service. The MQL varies from one business to the next, as
it’s based on your own definitions of who is most likely to become a customer.
Marketing works the MQLs, nudging them along to become more engaged with the company.
When the lead’s actions show they are likely to make a purchase, the lead moves from MQL to
SQL (Sales Qualified Lead).
Lead Scoring and its Benefits
Here’s where lead scoring is a valuable tool. Lead scoring assigns points to inbound marketing
actions. More significant actions are assigned a higher score. For example, opening an email
earns 5 points, while downloading content from your site gets 15 points. When the lead
accumulates a certain point total—the threshold—it is moved over to SQL
As you’re considering the lead generation dilemma—Is it a sales or marketing problem?—a lead
scoring system could provide the clarity you need.
Enable more effective lead nurturing
The measurable elements of lead scoring remove the guessing game about the quality of the
leads. The Marketers have evidence of a lead’s actions. They can demonstrate the levels of
engagement that have been established to identify an MQL and SQL. Think of the time this
system saves your teams! They can readily see what’s working, home in on strong leads, and
pass on the SQLs as soon as they hit the right threshold.
In addition, the insights provided through lead scoring drive more efficient lead nurturing. Sales
and Marketing pros avoid duplicating efforts or skipping opportunities to grow the relationship
with the lead.
Strengthen team collaboration
Lead scoring is the link that connects the two sides of lead management: Sales and Marketing.
It also promotes cooperation as these groups come together and explore the lead scoring
system (points, tasks, thresholds). Together, they sharpen it into a stronger model.
Improve the Customer Experience
Lead management can become clumsy if it’s not well managed. A disconnect between Sales and
Marketing could cause viable leads to slip through the cracks. Or, conversely, they are
contacted by people from both Sales and Marketing—which doesn’t leave a good impression
with a potential customer. Possible buyers might view such overlap as “these people don’t
know what they’re doing.” In these days of too much interruption, receiving redundant
messaging from the same company is not welcomed.
Align Your Sales and Marketing Teams
So how do resolve the lead generation dilemma and finally determine, is it a Sales or Marketing
problem?
Bridge the gap. Align the two teams. Here are some tips for eliminating the finger-pointing
when it comes to effectively managing lead generation between Sales and Marketing.
Schedule Regular Check-ins.
Building collaboration starts by having everyone in the same place at the same time. Schedule
regular meetings. Keep the atmosphere casual. Give each person a chance to talk about their
experiences with managing leads. Plan time at these meetings for each team to ask the other
about how they can support them. For example, “We did this. Is it helping? Is there something
we should do differently?”
Be Clear on Responsibilities.
Talk to your teams together about the roles and responsibilities for generating leads and
working them through the sales funnel. In fact, call it the Marketing and Sales Funnel from now
on!
As you discuss the “who does what” list, set boundaries and expectations. At what point should
a salesperson jump on a lead? When is one side overstepping the boundaries of the other?
Discuss it openly, without being combative.
Establish KPIs.
Both Marketing and Sales teams need to have a system for measuring advancement on their
lead management goals. Together, discuss and set key performance indicators (KPIs), as well as
a timeline for reviewing the progress. Remind them that this is not a race but a process. Steps
can be refined as needed.
Be sure to review these metrics:
● Lead volume
● Cost per lead
● Conversion rate
● Cost per conversion
Use the insights you gain from each metric to determine if you should adjust your lead
management tasks for better performance.
Define MQL and SQL Parameters.
Identify what constitutes a quality lead. Whether or not you use lead scoring (and you definitely
should!), your team should recognize the difference between an MQL and SQL. Develop
standardized definitions that everyone can agree upon. Put it in writing. Occasionally, review
the MQL and SQL qualifications together and decide if changes need to be incorporated.
Team up on Marketing Messages.
One of the truths about leads is that you need to generate the right leads at the right time.
Your sales team should communicate any trends they’re seeing in buyer behavior, particularly
as it relates to the type of leads they need at a particular time. For example, if your Sales team
has a heavy load of leads in a particular segment, your Marketers might look at applying more
effort toward another segment or stage in the funnel.
Use Technology.
You have plenty of tools to manage leads. A Customer Relationship Management system (CRM)
is essential—and both Marketing and Sales teams need to actively use it. A CRM enables the
user to track progress with leads, make notes on interactions, communicate with potential
buyers, and get reminders to reach out to them. It’s all contained in one, easy-to-use system!
Are you using a platform that offers a metrics dashboard? Encourage your team to keep an eye
on those metrics. It’s an eye-opening experience that should not be ignored!
Of course, lead scoring is a must for businesses that want to maximize the effectiveness of their
Marketing and Sales teams. And isn’t that every business?
Remind everyone that they share one goal.
Each team has its own goals for lead generation and management. But, ultimately, everyone
shares a singular goal: revenue. Reinforce the importance of that reality.
Take the Lead on Lead Generation
With such a competitive real estate market—whether you’re a builder or developer of master
plan, mixed, use, and resort development—you can’t afford to overlook your lead generation
process. Denscty Collective specializes in supporting these builders and developers. Our
extensive range of marketing services reflects the most advanced methods and
technology—including lead scoring, sales conversion optimization, and AI-powered marketing
services.
Take a hard look at your lead generation and lead management and contact Denscty Collective for guidance and assistance to supercharge your lead generation strategy..