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It All Starts with a Qualified Sales Lead

If you sell into a B2B market, the key to business growth - and the fulcrum between your marketing and sales programs - is the "qualified sales lead." No matter what you sell, or to whom you sell it, producing qualified leads is the key to success. For while everyone thinks that "nothing ever happens until somebody sells something," we know that "no one ever sold anything until they got in the door."

If you sell to industrial, commercial, healthcare, professional, IT or financial companies, for example, the only thing that matters, as far as your marketing program is concerned, should be the production of qualified sales leads. Exposures, content and contacts are "nice to have". But what you need are qualified sales leads, because that's what drives sales. So how do we define a qualified sales lead?
  • A qualified sales lead is a confirmed appointment with a decision maker (or strong decision influencer), who needs your company's products or services, and who wants to talk with you about how you can help

In short, a qualified sales lead is the first step in the sales process. And so it should be the last step in your marketing process.

Nothing else matters. Not clicks. Not opens. Not impressions. Not downloads, eyeballs, exposures, inquiries, visitors, time-on-site, lead score, page rank, or names on a mailing list. If you can't convert it into an appointment, it doesn't count.

At, generating qualified sales leads is what we're all about. Whether you want to use your own in-house resources, or outsource it to us or one of our partners, we have the tools, techniques, experience and solutions you need to get the job done - so you can start producing sales instead of content.

The Conversion Challenge

In spite of all the many ways there are to promote your business today, it doesn't do any good if you can't ultimately engage the prospect in a dialog about his needs and problems in the context of his willingness to pay you to solve them. And it would be nice, by the way, if the prospect was a decision maker, or at least an influencer.

So providing him with information, if there's no intent or ability to buy, is just a waste of time and money. And improving metrics that don't connect directly to sales is delusional. Your marketing process must account for the conversion of the contact into an appointment. Otherwise it's just shouting in an empty room.

And putting the burden on your salespeople to convert "junk" leads into opportunities doesn't solve the problem either. It merely shifts the cost to them - sometimes perniciously so. In short, if the marketing department designed the program, then the cost of conversion is theirs to bear.

Getting You in the Door Is What We're All About

At, generating qualified sales leads and getting you in the door - whether we do it or we help you do it - is what we're all about. That means finding decision makers. Getting their attention and interest. Uncovering their needs. Positioning you as the solution. And getting them to want to meet with you, and talk with you about how you can help.

If your marketing program isn't generating qualified sales leads, maybe you ought to fire your marketing team, and call us. Because the only thing that ought to be coming out of your B2B marketing program is an appointment with a decision maker.

Everything else is just noise. is a service of JV/M, Inc.
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