The Most Important Lead Generation Tips You Never Heard Of

I recently finished re-reading Brian Carroll’s excellent book, Lead Generation for the Complex Sale. Unlike most books on lead generation, this book doesn’t feature an in-depth look at the tactical side of lead generation (it’s been done to death anyway, right?).

Rather, it covers the “organisational” side of lead generation from a 30,000-foot perspective.

This includes defining what a lead looks like (and getting sales and marketing to agree), instituting closed-loop tracking (tracking a lead from the first contact through to the sale) and ensuring that lead generation and sales capacity are closely aligned.

I have always focused on the marketing side of lead generation - getting qualified leads in the door in the first place - but I’ve realised that the approaches outlined in Lead Generation for the Complex Sale are just as important for producing outcomes and another source of leverage in your sales and marketing process.

If your sales and marketing process involves multiple contacts, I highly recommend that you read and apply the information in Lead Generation For The Complex Sale.

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