The Amigos Network

Navigating the maze of modern technology buyers is a bit like trying to butter a cat's paws—tricky and likely to leave you questioning your life choices.

These folks are sharper than a tack in a balloon factory, thanks to the magic of the internet. It's no longer about flashing a shiny advert and waiting for the deals to start ‘reg’- ing. Oh no, we're playing in a whole new league where even getting a glance from customers requires the stealth of a cat burglar and the charm of a street magician.

Profitable Pipeline Series: Guide 1

Now, let's talk about these mysterious creatures known as Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs). A bit like comparing a pint of lager and a pint of craft beer—they might look similar to the untrained eye, but one's got a bit more body to it, if you know what I mean.

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Turning your leads into craft beer

Sales teams only want the premium stuff; they're after the SQLs, thinking MQLs are just not up to snuff. However, just like craft beers, with a bit of care and attention this quarter’s home-brew becomes next quarter’s party.

Inbound, outbound, whatever, lead scoring” is how you separate the wheat from the chaff here. You can do it old school, with a bit of elbow grease, but these days high-performance comes from letting the content and digital gadgets do the heavy lifting, funnelling potential suitors through your sales front door.

So, what's the craic with MQLs and SQLs? MQLs are those folks who've had a bit of a flirt with your marketing efforts. They're interested, they're looking your way, but they're not quite ready to take home to meet your mum. They've been warmed up, maybe taken through the digital version of a candlelit dinner, and based on how they've reacted, you reckon they're worth the effort.

Raining Cats and Dogs

Spotting the difference between a prospect and a suspect is where a good sales team comes in – they can spot a dodgy lead like they can tell apart a genuine Rolex from a market stall knock-off. Prospects have that sparkle in their eye, ready and willing to dive into your sales funnel headfirst. Suspects, though, are just window shopping, lured in by the promise of a freebie or just having a nose around.

When does an MQL get the golden ticket to SQL status? Well, if you're keeping score with a fancy CRM system, it's when they've waltzed through your marketing dance floor, picking up high marks for their moves as they’re guided closer to the sales floor. SQLs have been given the once-over by both the marketing maestros and the sales squad and have been deemed worthy of the full courtship. It's like they've passed the "meet the parents" test with flying colours, ready for a serious commitment.

The art form comes through turning a casual browser into a potential buyer without them even realising it.

In summary, get to know your pipeline like the back of your hand. Only by knowing when to make the right move and when to play it cool means you’ll be turning suspects into prospects and prospects into sales quicker than you can say "Brew Dog”.

What's next, people?

If you're encountering challenges in your current strategies, we're here to help streamline your demand creation efforts. Market Activation is a comprehensive approach for vendors and their partners which sets the stage for a successful 2024.

Curious? Let's set up a date for a live demo. Investing 30 minutes now could be the key to unlocking your revenue potential for the coming year.