Sales rejects 80% of marketing-qualified leads

Eighty per cent of leads generated by marketing are rejected by sales, according to a recent study from 6Sense.

When asked, on average, what percentage of marketing-qualified leads convert to sales-qualified leads, respondents said only 20 per cent of leads were accepted by sales.

The survey also revealed that revenue from marketing campaigns and tactics is the main benchmark for measuring marketing success.

Seventy per cent of respondents cited marketing campaign revenue as their main metric for measuring marketing success.

The volume of leads brought into the marketing funnel and/or sales pipeline also scored 70 per cent, with campaign conversions such as email clocks and downloads of content (65 per cent) also ranking highly.

Only 23 per cent of respondents said brand awareness was an important metric for measuring marketing success.