Building the Sales Machine (BTM) Event Series: we post clips of the best questions that where answered during our live events, so you can take the best ideas back to your teams and companies for further discussion.
BTM: How should lead development work?
That’s like asking me how should marriage work! Everyone’s got a different scenario for that one, I might even punt on this question.
Companies need to figure out the model that makes the most sense for them, the model that gets the right target, accounts and people interested in what they do. [It needs to happen] at a level where they are connected enough to solve business problems.
I just got out of the offices of a business called Contently, and they have a magazine that they publish. It’s called The Content Strategist, they send it around the world, everyone loves it, and they are able to generate a lot of leads from creating this magazine. But that’s different from Salesloft; we don’t have a sales development magazine, maybe we should do it? It probably wouldn’t be as effective as The Content Strategist, but everyone needs to have their own approach.
If I sit in front of an audience, and someone answers the question the way I did, I get pissed. I’m sorry, but there’s no other way to answer that question.