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hey guys it's Rob with strategy simple and coming at you with another fun and exciting uh video today um today we're going to talk about alignment again so I got a lot of a lot of response back on the last one uh about sales and marketing alignment and today we're going to talk about alignment from the standpoint of qualified leads being marketing qualified versus sales qualified uh got some really interesting information for it uh something that I've been working on for a long time and I thought I'd just kind of run through it real quick so as always I always have a fun and exciting slideshow um so this is the main quote right so this was the quote that everybody got pretty uh pretty excited about I had a couple people ask me where I got it and obviously it was from Harvard Business Review but misaligned marketing and sales teams are leaving money and lots of it on the table now with that quote there's one that that actually I had from before that I think is pretty interesting and that is this one and this one's from marketing Sherpa who I've done a lot of stuff with in the past and actually moved one of Martin Sherpa Awards several years ago but 61 of B2B marketers send All Leads directly to sales however only 25 27 of those leads will be qualified right so this is a big deal because if you think about what we talked about before if there's not alignment between what the definition of a lead is what a call qualified lead is and your marketing teams throwing that stuff over the wall to the sales team and they're not ready they're either not sales ready or whatever then the marketing loses respect and Trust from sales right and vice versa right if sales isn't following up on the leads that they get there then marketing can get a can get a chip on their shoulder and be like well they don't do anything with it anyway so you know and then you get silos and that's that's never good right so um so I thought what we would do today is talk about uh the qualification process and the different stages so um to that end I've got uh like I always do right um what are the different stages right so we're going to talk about real quickly the buyer's Journey the traditional versus the modern uh version and we'll explain what that means uh unqualified leads a marketing qualified lead sales accepted lead and a sales qualified lead right so look at those for just a second and think about how your process works now um versus you know when the leads come in whether they're qualified or not are you just throwing everything over are you going through the process of qualifying them making sure that they fit your Audio customer profile that they're the needs that they're searching for that and we're not going to get into intent data and all that stuff today but um we're going to kind of jump into it so let's talk about the buyer's Journey right and this is when we talk about the buyer's Journey this is this is the traditional way and what I want you to look at is you know there's there's three stage or really four stages three stages but awareness research comparison and then they choose right or or they close or they purchase or whatever you want to call that they convert uh the awareness stage in the research stage typically that's where marketing was getting involved and then uh halfway through or so at some point in the research phase it would get handed over to sales and then sales would go through the comparison stage of different options and everything else and they would do that that process um that's typically where it was so again look at look at these areas right here as far as how much role marketing played versus how much role in the traditional version sales played okay now with that said you know that I've got some interesting information for you so in a lot of Industries you know Insurance software manufacturing things have changed as far as how buyers buy right so let's look at this right and again I'm focused on being beat a little bit today but this works for for consumers as well but when B2B buyers are considering a purchase the majority of that time is spent researching independently online right the shift has happened folks that's from Gartner this one's real 67 of the buyer's journey is now done digitally right so it went from majority so Sirius actually put some numbers to it they're saying hey a lot of that's done digitally it's online before you even know what's going on this is the one that freaked me out B2B buyers are typically fifty for seven percent of the way let me try that again B2B buyers are typically 57 of the way to a buying decision before actively engaging with sales they're more than halfway through before sales even gets acknowledged right so where are you in that standpoint right so if you go back to this a couple things happen if I compare this to the traditional one the research and the comparison stage because there's now upwards of eight people involved in a buying decision those stretched out so the length of time to make a decision extended and look at marketing now right so we know that if they're doing everything online hey you know their their interaction is much longer sales doesn't engage until much later in the process right there it's more than halfway done before they're even engaged they used to be brought in way back here now they're being brought in way up here right so with that said okay what can we do what can we do about it right um there's a simple process you can go through um and there's some different stages from a lead standpoint so we're going to kind of jump into that now and we'll get into that so unqualified leads right you buy a list you know yes your list can be can be targeted to that you know who your ideal profile is the leads come in but they're not qualified right do they have the correct fit do they fit your ideal customer profile are they searching for the problems and solutions that your product or service solves right you have to go through the process of qualifying them how do you do that what does that look like right well you can go through and marketing will say okay these are marketing qualified leads we know that these are ready now and they can go through the nurturing process there's a bunch of different things that you can do they can you know marketing can can get them information if you've cookied their sites you've done the ads you've done certain things you've you've put them into a nature nurture sequence and you know that they're clicking on those on those links right they downloaded your report they watched your video they've done some things that says okay they're now qualified marketing says hey these are marketing qualified leads I'm accepting them they're ready to go what's next then you go to a sales accepted lead right and this says with again getting to a service level agreement an SLA with your between marketing and sales hey we've qualified these leads we know that they fit our criteria now because they fit our query criteria we're handing them over to you right so sales would say okay hey you're saying that they're qualified I'm going to accept these leads these are great right that doesn't mean that they're sales qualified right again goes back to that point three to five percent of your markets ready to buy now the next 10 to 15 are actively 30 behind that are know that there's a problem half don't care they're out of the picture right so a sales accepted lead says hey yes this fits our criteria thank you very much right you if you do that you'll start to build trust and alignment with your sales team and your marketing team right they have to work together folks that's the whole point of this right all right moving on um so we get from sales accepted leads now we go to sales qualified leads sales qualifying lead says okay marketing thank you very much I got the lead now I've got a sales accepted lead then sales goes out and qualifies that lead are they going to fit the time frame are they ready to buy do they have you know I always typically I'm going into that band model right do they have budget Authority need and timing right so that I'm qualifying that from a sales qualified lead now they're ready to go if you can go through those stages and put in your CRM if you're using one or if you're using Excel sheet you know hopefully you're not using you know Post-it notes that would be terrible um but but but you know go through the process so unqualified marketing qualified sales accepted sales qualified if you go through those processes and you get an agreement between your sales and marketing team you can get alignment folks and that's going to help you immeasurably right so that's all I've got for you today right and as always I always say if you like this content like it give me a thumbs up give me an Applause give me something if you don't like it give me a thumbs down that's fine too leave a comment would love to have that I'm getting a lot of direct messages or I'm getting people that are emailing I've actually got people calling me about some of the stuff that I'm doing thank you but as always if you like it share it with your friends um if you want more information if you want some help if we could do something for you if you want to go through the process and and take our assessment for to determine if marketing and your business is aligned or sales and marketing aligned I've got them some tools to do that reach out to us and let us know so again I'm Rob with strategy simple have a great one and we'll talk soon thanks