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Marketing leader, Chris Boorman discusses the practical side of dealing with leads on an everyday basis and gives his thoughts on the definition of a lead.

Chris Boorman is the Vice President of Marketing at CA Technologies. Previously, Chris was the CMO for Automic and was honoured by SiriusDecisions with a ROI Award for his Sales Performance Alignment Funnel.

Chris provides details of how the theory of lead definition is put in place by B2B marketers and explains how it maybe isn’t the case that a universal defintion for a lead doesn’t exist but more the way that the definition of a lead is interpreted in many different ways.

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In this week’s episode:

01:08 How Chris defines the term ‘lead’

03:30 How Chris’s own definition differs to that of his employers

06:30 The way Chris measures success

09:01 With Chris’s priority being to win business, how much does he rely on the theory side of lead definitions?

13:49 Chris expands on the award he won from SiriusDecisions for his Sales Performance Allignment Funnel whilst working for Automic

23:41 The way Chris’s current employer, CA Technologies address selling to the modern enterprise

31:29 What happens once a lead is sourced?

35:58 Chris discusses the challenges of a continually evolving landscape within sales and marketing

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