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A new study commissioned by Eloqua, the leading provider of on-demand Revenue Performance Management solutions, revealed that UK marketers are currently missing critical sales opportunities due to a lack of alignment between sales and marketing. The study, based on an online survey administered by YouGov*, was created to better understand marketers’ priorities and concerns as they track prospects through the buying cycle.
The study found that 75 percent of UK marketers surveyed lack any type of lead scoring programme. Lead scoring programmes help the most qualified leads get passed to the sales team in a prioritised manner, improving sales’ ability to close deals. Additionally, 85 percent of the UK marketers surveyed do not have a lead nurturing programme in place. Lead nurturing programmes further improve sales close rates by staying top of mind with potential buyers who may not be ready to purchase at the moment.
Despite the majority of UK marketers reporting that they have no lead nurturing or lead scoring programmes in place, more than half (55 percent) of respondents described their sales and marketing relationship as “well aligned” or “tightly aligned.”
“The study results indicate there is a clear disconnect in how marketers perceive alignment between the sales and marketing department and what is actually being done to get these two teams working together better to grow revenue,” said Sylvia Jensen, Director of EMEA Marketing, Eloqua. “Lead nurturing and lead scoring are necessary for sales to receive the most qualified leads. When the sales team can concentrate on high quality leads, close rates drastically increase along with revenue for the company.”
To increase alignment between sales and marketing, companies across the UK are turning to marketing automation technology from Eloqua. Eloqua’s platform helps break down organisational siloes, providing a solution that can prioritize and qualify leads before they ever reach a sales person.
Axios System, a leader in SaaS and on-premise IT Service Management software based in Edinburgh, implemented Eloqua, incorporating both lead nurturing and lead scoring. As a result, Axios experienced an 88 percent reduction in overall lead volume since higher quality leads were being passed to sales and 60 percent (vs. 5 percent the previous year) of these leads converted to an opportunity. Sales and marketing at Axios is aligned and sales now spends time selling instead of filtering leads.
Eloqua provides solutions to help its customers accelerate revenue growth through Revenue Performance Management. Eloqua provides powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow. The company’s mission is to make its customers the fastest growing companies on Earth. More than 1,000 clients rely on the marketing automation power of Eloqua to improve demand generation and lead management while driving more qualified leads. Eloqua’s customers include Adobe, AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments. The company is headquartered in Vienna, Virginia, with offices in Cambridge, San Francisco, Austin, Toronto, London, Brussels, Frankfurt and Singapore. For more information, visit www.eloqua.com, subscribe to the It’s All About Revenue blog, call +44 (0) 2071 0012 94 or email Europe@eloqua.com.
* Methodology: This survey has been conducted using an online interview administered members of the YouGov Plc GB panel of 350,000+ individuals who have agreed to take part in surveys. An email was sent to panelists selected at random from the base sample according to the sample definition, inviting them to take part in the survey and providing a link to the survey. (The sample definition could be "GB adult population" or a subset such as "GB adult females"). YouGov Plc normally achieves a response rate of between 35% and 50% to surveys however this does vary dependent upon the subject matter, complexity and length of the questionnaire. The responding sample is weighted to the profile of the sample definition to provide a representative reporting sample. The profile is normally derived from census data or, if not available from the census, from industry accepted data. 252 UK B2B marketers were surveyed.
Published on: 11:44AM on 22nd June 2012