Brian Andersen

Senior Partner, co-leader of GTM Practice

Brian has 15 years of experience across both marketing leadership and consulting on B2B marketing, digital and sales. His functional focus is on revenue marketing in all its forms, marketing strategy, joint sales & marketing programs, lead and demand engines, digital transformation and digital strategy. Published author of two books, “Digital Strategy” and “Lead Engine”.

Brian Andersen

The Sales & Marketing Lead Engine

Going Beyond Ads and Tactics to Create a True Commercial Growth Machine

“Get leads or go home”, the VP of sales told the head of marketing. And from there, everything went wrong. We all agree that lead generation is important for bringing in new customers. So why is it so difficult to get right?

In this book, I explore why and how to build a high-functioning lead engine across B2B sales and marketing. Based on personal experience of creating hundreds of millions in lead-driven sales and interviews with sales and marketing leads from a host of different verticals.

I lay out a framework to work by and tonnes of practical learnings you can draw from:

Setting the right strategy, organisation and culture. Avoiding the empathy gap between sales and marketing and creating a collaborative foundation.
Generating leads at the right price, volume and quality. By combining customer insights with the right calls to action, channels and content.
Qualifying leads and avoiding the biggest pitfall of them all. Most lead engines fail in the qualification – get this critical piece right.
Selling to leads and converting to sales. Starting from a lead but making sure to work with the entire buying group to ensure success.
Goals and analysis. Setting the right targets and measuring the right things to avoid optimising for leading indicators that never turn into revenue.

28,88 USD

Buy printed book

Incl. streaming access

25,99 USD

Pdf & Epub

Incl. streaming access

Edition1.

Printed pages220

Publish date:03 May 2022

Published bySpintype pro

Languageeng

ISBN print9788771921267

ISBN pdf9788771921274

ISBN epub9788771921281