BEST PRACTICE: Leading the way
According to a global study into sales effectiveness conducted in 2005 by CSO Insights, salespeople spend less than half of their working week actually selling. In fact, they spend almost as much time prospecting and generating new leads. Moreover, the study observed that companies better at targeting prospects are also more successful when it comes to selling.
Despite this, many companies continue to target their selling activities relatively indiscriminately. Lead generation is vitally important to most B2B companies, and with new technology and emerging best practice, there is increasingly little excuse for getting it wrong.