An important concept in Marketing Automation is the need to differentiate between “Marketing-driven Leads” and “Sales-driven Leads”. For Marketing-driven Leads, once they are qualified (MQLs — “Marketing Qualified Leads”) they must be “accepted” by Sales (SALs — “Sales Accepted Leads”) and from thereon Sales will qualify the lead and convert it into a qualified lead (SQL — “Sales Qualified Lead”). It is this handshake process between Marketing and Sales that is so powerful — it enables a unification of Mount Marketing and Mount Sales, which so often stand apart and separate in the modern enterprise.
Marketo publishes a comprehensive list of Definitive Guides that cover the various aspects of Marketing Automation in greater detail: Link
The entire list of Definitive Guides is here:
The Definitive Guide to Lead Generation
In this comprehensive, 160-page guide, topics range from content marketing and website SEO to telesales and content syndication — all through the lens of lead generation.
The Definitive Guide to Engaging Email Marketing
Not all e-mail is created equal. Customers and prospects have learned to filter out noise, so your e-mail needs to be more trusted, more relevant, and more conversational.
The Definitive Guide to Marketing Automation
Heard the buzz around marketing automation? Got some questions? Check out this jam packed, 100-page guide to learn everything you have ever wanted to know about marketing automation.
The Definitive Guide to Event Marketing
In today’s buyer-empowered world, marketers need to seize every opportunity to start a relationship, generate goodwill, and earn the trust of prospective buyers. A solid marketing mix that incorporates event marketing is critical to connecting with potential customers.
The Definitive Guide to Social Marketing
In the past, marketers often used social media as just another channel for publishing content and listening to their community. However, to maximize the success of social marketing, today’s marketers need to become adept at integrating social into existing marketing programs.
The Definitive Guide to Marketing Metrics and Marketing Analytics
How to talk the talk of C-level executives in terms of forecasting and reporting, and leverage metrics that matter. With compelling graphics and real examples of Marketo’s own metrics and tactics, this guide offers best practices for harnessing data to improve ROI.
The Definitive Guide to Lead Nurturing
Discover what lead nurturing is and why you need it. Learn how to create more sales-ready leads, determine buying stages and calculate the ROI of lead nurturing.
The Definitive Guide to Marketing Automation for Microsoft Dynamics CRM
Heard the buzz around marketing automation? Got some questions on how it fits in with your Microsoft Dynamics CRM system? Check out this jam packed, 100-page guide to learn everything you have ever wanted to know about marketing automation.
The Definitive Guide to International Market Entry and Expansion
For companies who are planning to expand into new regions and want to ensure they get it right. Based on Marketo’s own experience of successfully moving into Europe in 2011, it’s full of tips and advice from some of the best international marketing experts.
The Definitive Guide to Sales Lead Qualification and Sales Development
The secret to a high-performance revenue engine is the effective use of the Sales Development team pass the baton from marketing to sales. This function has one focus: To review, contact and qualify marketing-generated leads and deliver them to Sales Account Executives.
The Definitive Guide to Lead Scoring
Discover how to create success across your marketing and sales organizations with lead scoring. This definitive guide offers advice, best practices and techniques to help you get the most out of every lead that enters your database.
I also recommend the book Manufacturing Demand, which is a free download. It is written by David Lewis, who is a really good resource for lead management and aligning marketing and sales; required reading on my team: Link