2. Optimize The Entire Funnel

Too often, marketing departments are focused on the final stages before closing to the detriment of landing potential clients still in the early inquiry phase. Sklar urged marketing teams to focus not only on the opportunities close to conversion, but also the lead time required to turn inquiries into genuine interest.

“When you have a single demand funnel, it really changes the conversation between sales and marketing,” Sklar said.

Bluewolf’s demand funnel integrates sales and marketing, Sklar said, with a pronounced focus on handoff points between the two departments. The funnel attempts to leverage all of the native functionality in the system so that the inside sales team doesn’t have to do any extra data work.