B2B marketers’ top priorities to improve their lead-to-opportunity conversion rates in the year ahead:
- Improving lead quality and nurturing
- Improving pipeline analysis
- Understanding which leads/accounts are converting into pipeline
- Improving marketing and sales handoff or routing processes
- Aligning marketing and sales
- Reworking content strategy
- Enabling the buyer to self-serve
- Changing the tech stack
- Moving to an account-based structure