The Day Marketing Held Sales Accountable with Darryl Praill #243

Our guest is Darryl Praill. Darryl is the Chief Marketing Officer of VanillaSoft, and a high-tech marketing executive with over 25 years’ experience. In this episode Darryl and I have a raucous conversation discussing the how marketing and sales departments commonly engage (or better put, fail too). This engagement commonly involves finger pointing, name calling and other bad behaviours. Darryl states that sales is not doing it’s job. Secondly, marketing should hold sales accountable for the leads it provides. In the end we find the topic is much messier.

Question Asked of Sales by Marketing

Answer the question….

Have you followed up on those leads?
What do you mean those leads were crap?
Why are you asking me for more leads, I just gave you a boat load of leads?

According to Darryl, too often sales fails to honor the leads it gets. Nor do they share what makes the leads of poor quality. He believes there should be a set of Mutual Rules of Engagement e.g., when sales gets a lead, they will follow up. There should also be a dialogue describing what makes a good leads and how quick and vigilant sellers will work on the leads.

Issues with Lead Follow Up

What happens today:

48% of new leads never get contacted
<2 call attempts are made
Average time of follow up 35-60 hours
1 hour is the optimal time to follow up
8-12 attempts is optimal

So it begs the question, if sales it not doing it’s job the day should marketing holds sales accountable? Darryl believes it’s not all sales fault, it’s technology issues. CRMs for marketing are very different systems then CRMs used by sales organizations. If only they worked better.

How To Find Darryl Praill

Website: www.vanillasoft.com
Twitter: @vanillaSoft & @ohpinion8ted
Facebook: https://www.facebook.com/vanillasoft/
LinkedIn: https://www.linkedin.com/company/vanillasoft/& https://www.linkedin.com/in/darrylpraill/