Episode 98: Marketing Qualified Lead & Sales Qualified Lead
Show Notes and Related Links
Whether you're a one person business or a company with separate marketing and sales teams, the most successful companies have criteria that identifies who the most profitable and ideal customers are for marketing and sales to nurture the journey for prospects.
In this episode, I review why it's important for marketing and sales to align on establishing ideal customer criteria as well as questions the teams need to ask to identify the most profitable criteria.
Every company is unique so it's important to understand your company goals and team objectives in order to understand who your customers are and how you can best serve them.
Here's how you can start:
6 questions to ask your team and start the QL criteria process:
What action did they take to engage with someone at our company?
How often have they engaged with someone at our company?
Where did they first connect with us (outbound, inbound, social, chat, event, etc.)
What content or event did they engage with (webinar, demo, share or comment on a video, etc.
What questions were they asking (stage of problem solving they were in)?
Who is the person connecting with us (what level are they, decision maker, just curious, etc.)
Additional links mentioned in this episode:
Episode #2 of Connect the Dots: Why Align Marketing and Sales?
Episode #3 of Connect the Dots: Creating Personas. Together.
Episode #4 of Connect the Dots: Mapping Your Customer Journey
To work together: Marketing and Business Breakthrough Call
YouTube video: Why MQL and SQL Matter to Marketing and Sales Efforts in Your Business
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Vicki O'Neill is a fractional CMO in Ohio with over 20 years of marketing and sales leadership experience. She founded KenKay Marketing, a marketing solutions company, in 2011. Vicki hosts Connect the Dots a marketing and sales educational podcast for entrepreneurs and businesses of all sizes. She also launched The Marketing Stream a YouTube live stream show where she talks and engages with attendees on various marketing, customer journey and sales topics. You will find Vicki on most social media platforms (icons in the footer) but you'll find her most active on LinkedIn. Receive insights, tips, how-to's in your inbox by subscribing here.