Three-quarters of marketers do not have a lead scoring system in place to help the most qualified leads get passed to the sales team in a prioritised manner, research from Eloqua has found.
It was also discovered that 85% of the UK marketers surveyed do not have a lead nurturing programme in place, which helps sales stay at the top of the mind of leads which may not be ready to purchase.
Despite this, 55% of respondents described their sales and marketing relationship as ‘well aligned’ or ‘tightly aligned’.
Sylvia Jensen, director of EMEA marketing at Eloqua, said: “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.
“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.”
