Hugh Macfarlane, Founder & CEO of, writes…

What use is a B2B Marketing lead that isn’t followed up? Or worse, one that is followed up badly? B2B Marketing professionals rely on sales representatives to turn leads into opportunities, and ultimately into clients, but all-too-often the expectations between marketing and sales is blocked. The effect is to reinforce the stock response from both departments. So sales people must know how to handle leads well, which means their companies need to be able to prepare them. But how?

James Rogers will be talking about the best practices for preparing sales representatives at DemandCon in San Francisco this month. His aim is to make the transition from a flawlessly executed B2B marketing campaign, to a well-nurtured lead. As a proven leader and technologist, James has grappled with creating the right process from B2B marketing lead to a client sale for start-up companies where a high conversion rate is paramount to early survival, as well as in his current role as VP of Marketing for Hoovers. The process relates strongly to our Funnel Logic – a strategy approach to managing demand and conversion at every stage of the Sales Funnel.

In our B2B Marketing Training Workshop on day 3 of DemandCon, Chuck Besondy and I 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.