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The Convergence (or Confusion) Between Marketing Suspects and Sales Prospects

If your sales team is like most, they want a lead list. Start calling at "A" and stop when you hit "Z" and if the list is large enough, mathematically, somebody will eventually buy.

Yet is a list of people who fit your target profile truly a "sales prospect" list? Or, is it instead a "marketing suspect" list?

This three-minute video will help you understand the convergence of marketing and sales, and how relevant intel is the bridge between the two. More important, it may be what your sales team needs to focus, customize, and hyper-personalize their efforts, ultimately leading to exceptional results.

In sales, you need a large list of suspects - organizations/people who could buy from you. Sometimes this list might include 1,000, 10,000 ... 100,000+ names. Yet while you can personalize a message to those in this list, e.g., putting the person's name in an email, these are still people who are a long way from becoming buyers. More often than not, if they are more immediate buyers, their purchase is based on price and your sales team rarely has an opportunity to offer differentiating value. Therefore, the goal with this list is to move a percentage into high quality prospects. Thus, it's really more of a marketing list, if you define part of marketing's role as generating quality leads.

A Sales Prospect list, on the other hand, probably is no more than 100 names per salesperson. Based on something going on in the prospect's world - they've relocated, they're launching a new product, they have a new CEO, etc. - they absolutely could benefit from your solution today. Each communication is highly personalized, and highly customized, to the prospect's needs. Every call, email, and social media message contains relevant benefits on how you can help them solve their challenges and achieve their goals.

Relevant business intel - the key to identifying and transforming marketing suspects into high-quality, relevant sales prospects.


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