Creating a Complete
Picture of your Prospect
for sales
Edwin thompson
As B2B marketers, we’re tasked with managing our company’s dialogue with prospects to a far greater degree than we
have in the past. Information about how a prospect has responded to campaigns and engaged in marketing-delivered
education helps us build a more complete picture of who that prospect is and what interests them. From this data, we
can decide when a prospect is considered “a lead” and when Sales should spend their time pursuing this person as a
possible opportunity.
why is JoiNT VisiBiliTy, ThrouGhouT ThE sAlEs CyClE, iMPorTANT?
If the lead handoff process from Marketing to Sales is strictly sequential, that is, if marketing owns the communication
with a prospect until Sales accepts the hand-off, then the status-quo is fine. However, the reality is that during the sales
cycle, many people who are involved in a buying decision fall into Marketing’s hands at various points. They visit the
website, participate in product demos, and request information. If Sales does not have visibility into this activity, at every
stage in the cycle, then they aren’t effectively navigating the deal and maximizing the opportunity.
whERE Do You START? 3 TYPES of DATA
In painting a more complete picture of a prospect throughout the cycle, 3 major types of data are needed:
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marketingtimes
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