Throughout my career, I’ve seen and have had a lot of real-world experience with Lead Generation Departments (Market Development, Account Development, and Business Development Departments) that have reported to Sales, to Marketing, and wildly…to both at the same time.
As a consultant I regularly advise that appointment setting Lead Generation Departments report to Marketing and not to Sales. This is especially true as demand generation and inbound marketing continue to become commonplace with customers, who today do more research online before purchasing products or services. The best case scenario is to have a Lead Generation Manager, not just Lead Generation Representatives (LGRs) reporting directly to the marketing leader.
10 Reasons Why Your B2B Lead Generation Department Should Report to Marketing, not to Sales:
- LGRs should have the mindset that the sales department is their valued customer, like target suspect contacts, and treat them accordingly – “Only a life lived in the service to others is worth living.”[/fusion_text][/fusion_builder_column] [/fusion_builder_row][/fusion_builder_container]