KEY INITIATIVE Demand Generation and Sales

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KEY INITIATIVE Demand Generation and Sales Enablement Overview: Demand Generation and Sales Enablement Top Challenges and How Gartner Can Help To help marketing leaders work with sales leaders to generate, manage and convert business leads,

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KEY INITIATIVE Demand Generation and Sales Enablement<br>
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Overview: Demand Generation and Sales Enablement Top Challenges and How Gartner Can Help
To help marketing leaders work with sales leaders to generate, manage and convert business leads, and unlock new growth opportunities, our research will address the following common client questions:
How can we advance our demand management program?
How should we structure our B2B marketing technology stack to enable marketing and sales to achieve business goals?
How can we unlock growth from existing accounts? The topics we cover include:
Lead management (scoring, nurturing, handoff, etc.): Best practices for managing leads, from generating demand to measuring performance and spend
Sales partnership and sales support: Developing and driving adoption of insight and tools to qualify, score and nurture leads in partnership with sales, including marketing’s evolving role in sales enablement
Account-based marketing: How to achieve account growth initiatives and deliver solid performance metrics that prove how to close deals and advance bottom-line business goals<br>
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Creating programs to drive growth within existing accounts Successfully partnering with sales across the entire customer journey Challenges with Demand Generation and Sales Enablement Identifying solutions to advance customers through a complex buying process 1 2 3 Purchase difficulty (experienced by 77% of customers) creates increasingly low-quality sales and high purchase regret.
Large average buying groups of 9.6 stakeholders - each consuming information from an average of 4.5 different sources– stall deals and waste rep time.
And while customers use Sales reps and Marketing channels equally throughout the buying process, only 20% of Marketing content addresses later stage needs. Marketers are experiencing heightened expectations from senior leadership to take on more responsibility for growing and retaining customers.
73% of Marketing leaders report struggling to improve account growth with existing customers.
ABM techniques offer a structured approach and set of tools for efficiently reaching both prospective and current customers, helping to focus internal resources on the best business opportunities. Even though 83% of customers continue to use digital channels in the late stages of their buying journey, Marketing and Sales teams regularly lack a shared framework for consistent customer engagement.
Despite consistent investment in demand generating content and lead qualification tools, sales reps continue to distrust marketing leads with only 46% of MQLs converting to SALs and only 3% converting to new business on average.<br>