Jon Miller: Crucial Elements in Building Trust (Sales Accepted Leads)

In this video, Jon Miller (CEO of Engagio) explains the role that benchmarking plays when it comes to Sales Qualified Leads (SQLs).

Like a record company measures artist success in record sales, marketers generally measure the buyer’s journey in numbers and benchmarks. But the essence of the funnel is psychological more than anything else.

This is especially true near the end, when leads reach the stage of being qualified by sales. At this point, you’ve successfully captured and held their attention and evaluated their fitness. Yet in many ways the most critical quest of all is yet to come: the building of trust.

Many marketers would like to stay involved at this stage – but this is precisely when most of us lose visibility, making it one of the most difficult buckets to measure.

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