Comments on: Thought Leadership Interview #20: Helping Marketers Find a “New Lane” to Success: Kristin Hambelton from Neolane http://www.funnelholic.com/2009/05/28/though-leadership-interview-20-helping-marketers-find-a-%e2%80%9cnew-lane%e2%80%9d-to-success-kristin-hambelton-from-neolane/ a blog for those of us who live and work at the top end of the b2b funnel: Demand Generation, Lead Generation, Online Media, B2B Sales and Marketing, Marketing Automation, DRIP, Lead Nurturing, and Fun. Wed, 08 Feb 2012 20:06:43 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: John Kucera http://www.funnelholic.com/2009/05/28/though-leadership-interview-20-helping-marketers-find-a-%e2%80%9cnew-lane%e2%80%9d-to-success-kristin-hambelton-from-neolane/comment-page-1/#comment-1687 John Kucera Fri, 29 May 2009 16:15:24 +0000 http://www.funnelholic.com/?p=853#comment-1687 I strongly disagree with #3. The most important metric for marketing should be pipeline generated. If marketing stops counting at leads, it's easy for marketing and sales to be misaligned. However, as sales typically creates the opportunities, measuring pipeline forces alignment between sales & marketing and ensures the right discussions are taking place. A good marketing automation tool needs to be able to track pipeline, not just leads. I strongly disagree with #3. The most important metric for marketing should be pipeline generated. If marketing stops counting at leads, it’s easy for marketing and sales to be misaligned.

However, as sales typically creates the opportunities, measuring pipeline forces alignment between sales & marketing and ensures the right discussions are taking place.

A good marketing automation tool needs to be able to track pipeline, not just leads.

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