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Nurture Stream Best Practices - sales/marketing alignment

Question asked by Morgan Frazier on Apr 10, 2018

Does anyone have experience/suggestions for nurturing leads deeper in the sales funnel? We do well to nurture newly engaged leads, but want to improve the alignment between marketing and sales to nurture leads farther down the pipeline. Is there a point in the sales cycle that marketing backs off completely and lets the sales team nurture the leads? Or should marketing play an active role throughout the entire sales cycle for a lead? If so, what are some best practices around this approach (specifically for highly engaged leads)? Thanks!