Hugh Macfarlane, Founder & CEO of, writes…

We’ve talked before about the importance of handling a B2B marketing lead quickly and well in the sales follow-up process. What happens to a B2B marketing-generated lead in the process of being handed over to the sales department is crucial to the successful conversion of that lead. The wrong processes chew up time, fail to generate revenue, and send the two camps retreating to their respective corners.  So what are best practices to help you determine the best process for your company?

According to Craig Rosenberg, Leader of Focus Expert Network, B2B marketing teams can create the greatest campaigns in the world, but without a clear process for passing leads to sales, your ROI will suffer, or worse your company could even fail! A dire outlook, but one worth acknowledging, as an ineffective process that does not deliver the right results can wear a B2B marketing team down. Craig will present the best practices for converting leads from marketing into something ‘consumable’ for Sales at DemandCon. This will involve highlighting the bad with the good, so B2B marketers have a clear notion of what definitely doesn’t work – perhaps a healthy jab in the ribs for some!

The overall aim is to give audience members, “tangible action items to help you make a difference in your demand generation programs.” A goal consistent with that of our Funnel Plan Training Workshop, which Chuck Besondy and I will present on day 3 of DemandCon.

In our B2B Marketing Training Workshop, we will lead you through the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey, and to task each tactic with a clear and measurable role.

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.