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Finally -- Practical Advice for Solving a Pressing Problem
on July 6, 2006
Here's the harsh reality: In complex B2B selling situations, the traditional lead generation model is broken.
The story is all too familiar. Marketing points the finger at sales. Sales blames marketing. And in the process, the problem continues to escalate. So what happens? Executive management gets involved. And they either start scrutinizing every marketing dollar -- or worse yet, cut the marketing budget. No one wins.
As Brian Carroll points out, the only way to break this destructive cycle is to take a more holistic approach to lead generation. An approach that starts with mutually defining (by both sales, marketing and other stakeholders) what makes a lead "sales-ready." Only then can a company develop and execute a truly effective, multi-modal approach to lead generation. And only then can a company start seeing exponentially better results without a commensurate increase in effort, complexity or budget.
I've been in both sides of the fence: sales and marketing. The problem with many books on this topic is that they tend to be out of touch with the full nature of the problem. They're either written by a marketer with little street-level sales experience, or a salesperson with a poor understanding of the marketing function. Or even worse, an academic who's never been out there -- taking a beating and feeling the pressure every day.
Not so with Lead Generation for the Complex Sale. Brian Carroll takes a balanced approach to a pressing problem. He breaks it down into actionable steps any B2B organization with a complex sale can profit from.
It's full of real-world, practical information that works. And it's written by a guy who eats his own medicine every day.
Buy this book. Better yet, read it and apply the ideas. The results will surprise you.