Brian Caroll has an interesting post on why CEOs must be involved in lead generation.
CEOs can make a huge difference by focusing on interdepartmental collaboration – especially between sales and marketing – to gain consensus on the following three things:
- Ideal Customer Profile (company wide – for each product, service, or solution)
- Universal Lead Definition that’s applied to all inquires/leads – regardless of source
- Connecting your marketing/sales process with your customers buying process