When asked about the lifecycle of a sale, it is common for many businesses to discuss a clear and strict division between the duties of marketing and of sales—marketing is responsible for attracting and acquiring leads, and sales is responsible for contacting those leads, qualifying them as interested prospects, and converting them into customers.
But what happens between the initial interaction and the close? How many prospects go cold or fall off the radar? How many hours are invested into prospects who inevitably walk away?
There’s a clear gap here, and there’s only so much that a pure sales approach can do to close it. And, with finite human resources in sales, there’s only so many calls that can be made. What’s needed to bridge that gap between lead acquisition and the sale is what’s known as lead nurturing.