About the author

Brian Andersen is an expert in all things B2B sales, marketing & digital and a trusted advisor for international clients. He is a partner at Kvadrant Consulting, a management consultancy focused on B2B Sales & Marketing. Prior to joining Kvadrant, Brian spent 7 years as marketing & digital leader in Jabra, where he also lead the digital transformation efforts during a period where the company grew over 300%.

Before this, he worked as digital and marketing consultant and wrote the book Digital Strategy, providing a framework and guide for practical digital transformation.

Brian holds a master’s degree in Computer Science and Business Administration from Copenhagen Business School.


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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
Printed pages220
Publish date03 May 2022
Published bySpintype
ISBN print9788771921267
ISBN pdf9788771921274
ISBN epub9788771921281