Three quarters of marketers lack any type of lead scoring programme, resulting in missed sales opportuities, according to new research.
YouGov and Eloqua, provider of revenue performance management (RPM) solutions, surveyed 252 UK marketers and found 75% lack any type of lead scoring programme. Additionally, 85% of those surveyed don't have a lead nurturing programme in place, said the study.
Failure to align sales and marketing staff is resulting in missed critical sales opportunities, said Eloqua. Further, implementing both programmes will improve the ability of sales staff to close deals and improve sales closing rates, acording to the firm.
However, despite the lack of programme implementation, over half of repsondents (55%) described their sales and marketing relationships as ‘well aligned’ or ‘tightly aligned’.
Sylvia Jensen, director of EMEA Marketing at Eloqua, said: “The study results indicate there is a clear disconnect in how marketers perceive alignment between the sales and marketing department and what is actually being done to get these two teams working together better to grow revenue.
“Lead nurturing and lead scoring are necessary for sales to receive the most qualified leads. When the sales team can concentrate on high quality leads, close rates drastically increase along with revenue for the company.”