This story starts a few years ago. I was head of product marketing at a big data company, and my senior director of inside sales and I realized we had a big problem: after years of trying to get a good lead flow going through inbound marketing, our sales team still felt like they were starving for viable leads. In the absence of qualified inbound leads, inside sales would haphazardly try to find good target accounts, and they weren’t having much luck.
What could we do to make sure we were generating high quality leads so that the sales team would be happy? What could we do with limited resources? How could marketing and sales work together to generate more pipeline?