One way to address this is to invest more resources into cost-effective channels such as reseller networks, referral programs, and co-marketing.
Or sales teams can work smarter. This means heavy collaboration with demand generation to build and execute a penetration strategy for their target accounts. This new way of working is called account-based marketing.
Demand generation and sales development are crucial business processes that focus on building awareness and driving leads into the sales pipeline, but nothing really happens until they work together in perfect harmony, just like a symphony orchestra. (I’m a guitarist, so I tend to see the business world through the lens of music).
Until demand generation marketers and SDRs thoroughly understand their prospects (and how to delight them at every interaction), both teams will likely continue wasting time with leads that aren’t ready to buy, or leads that simply aren’t relevant.
“Because customers expect a higher degree of personalization than ever before, the need for stronger SDR involvement in demand generation is more urgent than ever.”