When sales and marketing have agreed on which accounts to target and what to achieve with those individual accounts - now both teams need to agree on clear and measurable KPIs and put the robust process in place.
🔸Agree who does what, who is responsible for the delivery of individual stage in the customer journey.
🔸Define criteria for each lead stage, this will give you direction on what you need to do next.
🔸Secure one truth from data and visibility of insights, progress to all involved.
🔸Regularly discuss lead progress and clarify the challenges that are bothering you, challenges that are impeding your performance.
🔸Agree on criteria for successful handover between sales and marketing that both teams need to respect.
🔸Communicate the plan and its goals, with expectations set accordingly with your teams - implement process review at least quarterly to secure modification if necessary.
🔸Don’t forget to monitor progress after the handshake and ensure those leads don’t get cold.
It sounds straightforward in theory, but putting it in the reality, means a complex change.