The Truth About Leads. Revealing little-known secrets that focus your lead-generation efforts, align your sales and marketing organizations and drive revenue. Dan McDade.
The Truth About Leads. Revealing little-known secrets that focus your lead-generation efforts, align your sales and marketing organizations and drive revenue. Dan McDade. 2011. ISBN 9780983026709. This is a treasure of a book. Absolutely agree with every word. EG:
- Executive and C-Level management owns responsibility for providing high level market, message, and media strategic direction. and
- The strategic-level messaging most companies use does not work.
He also comes out against any firm that thinks using a metric like cost per lead tells them something useful. He is also against blueprinting. A real advocate of nurturing leads until they are ready for the sales team. Begone the short term mindset.
A short. concise book full of nothing but the truth and how to do it. Every CEO, VP Sales and VP Marketing must have this book. Buy it and keep it.
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