Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI Review

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Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI ReviewAs a VP of Sales & Marketing for a company with a complex sales process, I recognize the importance and difficulty of lead generation. Unfortunately, this book gives absolutely no quality information or insights into how to generate leads more efficiently. The tone of the book is academic - it strives to sound important but ends up in most instances saying nothing. Here's an excerpt from a section headed "Iterative Approach with Tactics": "By manipulating tactics to perform just a little bit better, it is hypothetically possible to double the response rate for a program without increasing spending. That said, the appropriate action is to optimize your tactics continuously and incrementally as performance dictates..." I think the author is saying that you can generate twice as many leads if you improve your lead generation program, especially if your current program isn't very good. In terms of content, the first 80+ pages pretty much make two points over and over: (1) that sales and marketing have to work together for successful lead generation, and (2) you need to define what a "lead" is. The other 120 pages of the book skim lightly over various methods of lead generation - none of the methods are new or imaginative; they are the same methods any marketing professional is already familiar with. If you are brand new to the idea of lead generation, this book will give you an overview, but if you're experienced and looking for new and imaginative insights, look elsewhere.Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI Overview

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