CEO
Santa Clara - CA United States
The big idea: In 25 words or less, please tell us how this Fast 50 Nominee is helping to address the planet's problems.
Market2Lead’s innovation enables marketers to measure real-time campaign ROI down to actual deals closed by sales, even when sales representatives don’t follow marketing processes.
Please describe how this nominee is using business as a force of positive change. What technology, idea, or strategy is the nominee using -- and what problem, such as global warming, poverty, or pollution, does it address? (suggested length: 100 words)
Research has shown that 80 percent of marketing leads are not followed up by sales. This astonishing statistic shows how much companies are wasting marketing efforts and dollars.
Yet, measuring marketing campaigns in terms of actual sales has been perennially difficult, if not impossible for marketers, because sales representatives lack the tools, forget, or are simply unwilling to invest the effort in tying a sales opportunity to a marketing campaign. As a result, sales and marketing executives often disagree regarding the business value of marketing activities and the leads they produce.
The Market2Lead innovation solves the business problem of low lead-to-sales conversions caused by a lack of comprehensive, accurate information regarding which marketing campaigns result in the most sales revenues and what is happening to qualified sales leads after they are delivered to sales departments. The increased transparency created by Market2Lead’s innovation leads to new cooperation between marketing and sales executives through which they are able to identify and solve issues that negatively affect lead-to-sales conversions.
Market2Lead’s on-demand software helps companies align human, process and technology components between marketing and sales departments. This enables:
• Marketers to execute campaigns and maintain systems that provide sales teams with only sales-ready leads and that continuously nurture leads that get stopped at any point in the funnels.
• Marketers to demonstrate the quality of the leads they produce in terms of sales dollars and other measures.
• Marketers to monitor what happens to leads provided to sales teams and to hold sales representatives accountable for working on such leads in a timely manner.
What are the results, both financial and social? How has the nominee's business performed, and what impact has it had on the problem it addresses? (suggested length: 100 words)
Market2Lead’s innovation has helped customers significantly increase the average size of a deal as well reduce the time to close a deal. Customers have also experienced a new level cooperation between marketing and sales executives. One outcome of this cooperation has been agreement on specific attributes of sales-ready leads. In exchange for a marketing executive’s agreement to forward only leads that meet those criteria, sales executives have agreed that all such leads will receive sales representative attention within a specified time. Results of such agreements have included increased sales representative productivity (due to receiving leads that require less time to sell) and increased individual deal size.
