I'm currently reading Brian Carroll's hit book Lead Generation for the Complex Sale. The book has been out for a couple of years, and it's finally made it to the top of my reading list. I really enjoying how Brian takes strategies and recommends direct tactics around the strategies. At Manticore Technology we often run into companies that focus too much on tactics instead of developing their strategy, processes and then their tactics around the strategy. I'm currently reading Brian's take on telemarketing - should it be part of sales or part of marketing. Brian recommends that it be part of marketing. I agree with him. If you marketing team is going to be tasked with feeding a constant stream of sales-qualified leads, there needs to be a discussion at some point to ensure that the lead is sales-ready. This can only be taken so far by high level marketing programs and lead nurturing.
What's your approach?