Do you know what CEOs want most from B2B marketers? They want clarity about marketing metrics and revenue contribution.

CEOs often ask questions like “How much revenue is our marketing contributing and what’s our ROI?”

They expect their marketing leaders to provide clear metrics and be accountable for meeting their pipeline numbers just like sales.

In short, CEOs want marketing leaders to go beyond metrics like marketing qualified leads, engagement reports, and squishy metrics around a brand that aren’t tied directly to revenue or growth.

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Marketing can take you on a long hike. Getting get more potential customers to raise their hands is not better if you don’t know how to nurture for progression.

The goal of lead nurturing is to help potential customers on their buying journey. It’s about helping them progress along the way to make a decision.

That said, I’ve seen companies spend most of their budget getting people to raise their hands but not putting enough toward progression.

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Imagine doubling your lead conversion rate by doing one thing.

What’s that one thing?

Creating a better value proposition on your landing page.

In the case study, you’ll learn how one company clarified the value proposition of a landing page for a 201% increase in captured leads.

Here are the details of that case study:

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If Sales and Marketing were a manufacturing operation starting with raw materials — leads — and ending up with 5% to 20% in a deliverable product — won sales — it would soon be shut down to determine what is wrong.

However, companies continue to spend untold dollars on lead generation efforts ultimately doomed to fail.

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Most new marketing qualified leads that go nowhere. Why? Often, it’s because Sales and Marketing have not agreed on a true lead definition and have not created a joint process for finding who’s ready to buy and building relationships with those who aren’t.

So most marketing qualified leads just end up staying MQLs. How can you get more sales accepted leads?

It’s not about more leads; it’s about doing better with the ones you already have.

Here’s how.

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Ask most executives and marketers what salespeople need to sell in this economy, and they will say one thing: more leads.

That’s why many marketing and lead generation programs tend to focus on quantity. Unfortunately, as little as 5 to 15% of all marketing inquiries (aka leads) turn out to be genuinely Sales-ready opportunities.

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In this post, I’m going to share seven tips to help you improve lead routing for more sales.

Have you intentionally managed and optimized your marketing qualified lead routing and assignment process?

If not, you could be losing sales, and marketing ROI not know it.

Let me explain.

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