Many companies invest in LinkedIn, organise events, publish content, launch email marketing campaigns or work on their website’s search engine visibility. However, when they analyse the results, a common question arises:
Many incentive programmes fail. Not because they lack rewards, but because they fail to change the right behaviours.
Your team spent weeks defining the ideal customer profile, analysing purchase intent signals and selecting the accounts with the greatest potential. Marketing did its job. Sales managed to open conversations. Everything suggested that the opportunity would eventually turn into business.
Most technology companies have been investing in organic search visibility for years. They have optimised websites, worked on keywords, developed content strategies and built authority to appear among the top results on Google.
You already have the leads. You generated them through a well-segmented campaign, specific technical content and messages tailored to the IT decision-maker profile. Marketing has done its part. And yet, days go by and no one from the sales team has contacted them.
