In the world of B2B sales and marketing, leads are not cheap, and each one should be run down, qualified, and followed up on. 

Why then do so many organizations pass up some of their most valuable leads?

Simply put, they don’t even know they’re doing it.  

Many organizations focus on the first qualified lead in new accounts and dismiss additional leads. This is called “Second-lead Syndrome” and it happens when you have a lead-centric demand gen management process that doesn’t recognize buying groups or multiple potential opportunities in the same account.

(Learn about: How to Avoid Buying Group Blindness)

Simply said, your organization misses key leads and doesn’t leverage the full revenue potential within an account.

What causes this?

See if any of these sound familiar:

  • “All leads from an account are associated with the same potential opportunity.”
  • “The first lead is the best lead.”
  • “Sales can handle everything after marketing takes the first steps.”
  • “Further engagement with the sales rep will ruin the account.”

All are common sentiments in organizations that suffer from Second-lead Syndrome.

So, how do you overcome it?

SiriusDecisions offers four steps organizations must take in their report Identifying and Resolving Second-Lead Syndrome in Demand Management:

  1. Connect leads to accounts — early in the process so sales reps have visibility in the qualification process.
  2. Leverage demand units — this will change the context of what is tracked in the demand gen process. Demand units capture the relationship of individual leads by placing them into buying groups aligned to business needs and solutions.
  3. Associate leads rather than disqualify — all leads can be placed within the appropriate demand unit, which will eliminate the practice of eliminating leads on the assumption they’re duplicates.
  4. Have marketing inform sales of the leads and verify — deeper insights will lead to better qualification conversations and accelerates the demand gen process.

Learn how you can do this by downloading the full report now.

Second lead Syndrome