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Who’s Responsibility is it to Get More Leads?

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  • Hummy's

    1Find out which method is best for your company. 2Self-generated, company-generated or hybrid. 3Each system has its pro's and con's.
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Lead Generation

Leads + Prospects = Customers on blackboard Photo Credit: docstockmedia Shutterstock

Should salespeople be given leads or should they generate their own? On one hand, letting them fend for themselves can cut costs, but looking at the big picture, using salespeople as lead generators may not maximize their most valuable skill-set.

An article by Barret Riddleberger published on highlights the pros and cons of three possible lead generation strategies and how to decide which one is right for your company.

Option 1: Sales

Many companies require that salespeople generate their own leads. This obviously makes the process simpler and easier to manage, but the downside is that salespeople have to also gain expertise in prospecting, and spend a significant portion of their time cold-calling and pre-qualifying leads.

Option 2: Marketing

Another option is having a marketing specialist handle all the lead generation activity and simply provide leads to your sales team. Riddleberger writes, “This is Nirvana for a salesperson. No prospecting required–just selling to warm prospects.

On the downside, it can be challenging if the sales rep moves to another company that employs a self-generated lead strategy. Unused prospecting skills can go away after a period of time. Getting them back can be problematic for sales reps who have to start cold calling again.”

Option 3: Meeting Halfway

Another option to consider is something in between these two scenarios. The author continues, “A hybrid lead generation strategy splits the responsibility between the sales team and a sales support person or staff. The sales support role handles the up-front data mining, list building and cleaning, and even customer surveys.”

This provides the sales reps a better qualified list of prospects with which to work, and decreases the amount of time the salesperson has to get bogged down with data management, which is usually not a salesperson’s strong suit.

Riddleberger concludes by noting that any of these three options may work for your company. To determine which is the right fit, he recommends that you consider the level of skill that your team currently has, your budget for lead generation and your company’s goals.

To view the original article in its entirety, please visit

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From the Editor's Desk

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