It is no secret that the performance of a marketing campaign eventually comes down to a sales reps’ ability to have a conversation with a prospective buyer. That’s why B2B organizations invest time and money to train and coach their sales executives on the science of prospecting and lead qualification to convert more leads into sales opportunities and closed deals.

According to a recent study by MarketingSherpa, 57 percent of companies identify ‘converting qualified leads into paying customers’ as a top priority.