Le marketing doit transmettre des leads utiles aux commerciaux !

On this occasion, he was interviewed by KOBAN, the organizer of the evening. To give you a sneak preview of what promises to be a very interesting evening. We in turn publish this interview, which originally appeared on the KOBAN website.

What will be the key messages on the evening of December 14?

Inbound marketing and its accompanying tools now provide the means for marketing and sales to work together. The fact that these 2 departments complement each other seems obvious, and yet... the reality in companies is that they are still often poorly connected. For us, this is essential, and is part of the best practices to be implemented for greater efficiency.

So we're going to be talking about lead follow-up and qualification?

Yes, because when marketing identifies a lead, it's counter-productive to pass it on to sales right away. There's still too much of a tendency to generate a volume of leads, rather than work on qualifying and profiling them. Lead scoring and lead nurturing methods enable us to provide the sales force with useful leads, and put sales energy in the right place at the right time. At the same time, we'll be discussing the role of organization and processes in ensuring smooth communication between marketing and sales.

A few words about KESTIO and your expertise

KESTIO is a consulting and training company focused onimproving Sales Performance and Customer Experience. We employ around twenty people, based in Lyon and Paris. We support companies and their managers through 4 main areas of expertise:

-Sales performance
-Customer experience
-CRM tools tools
-Experience and the digital transformation of companies

Our approach is based on viewing a company's customers as its most important asset.

All the levers we can help them use tooptimize customer acquisition and loyalty.

This evening will provide concrete action keys for implementing and working towards an Inbound Marketing strategy.