Description
In this second installment of their conversation, host Mike Cottrill reunites with Sandler Sales expert Rob Yoho to dive deeper into the sales funnel and lead quality. Moving beyond their previous discussion of the MQL to SQL handoff, they examine why simply increasing lead volume often fails to deliver sustainable growth.
Rob challenges the traditional funnel model where predictable percentages of leads convert at each stage, emphasizing instead why prospects “hit the eject button” during the sales process. Using a real-world case study of a small business receiving 150-180 leads monthly but struggling to grow, they reveal why the common solution—doubling lead volume—would have been disastrous for the overwhelmed sales team.
The conversation highlights their collaborative approach that transformed the client’s results:
- Implementing a repeatable qualification process with consistent discovery questions
- Recording and analyzing sales calls to identify coaching opportunities
- Replacing the “more leads” strategy with “better leads” by being upfront about costs
- Using closed-won and closed-lost data to identify high-converting geographic markets (their “Big Six”)
- Reallocating marketing spend based on these insights
Rob emphasizes the importance of understanding individual sales rep strengths—whether they excel at phone conversations or in-person meetings—and adjusting coaching accordingly. The pair discuss how sales and marketing teams rarely leverage existing data effectively, particularly the “banana stand” of closed deals that can reveal crucial patterns.
The episode concludes with Rob sharing what he wishes marketers would provide: comprehensive digital footprints of prospects across website visits, content engagement, and social interactions—creating a complete “dossier” that sales can leverage.
This practical conversation offers actionable insights for marketing professionals looking to collaborate more effectively with sales teams and focus on quality over quantity in their lead generation efforts.
