The importance of lead velocity to B2B marketing is widely understood. However, discussions on the topic, and more importantly, how to increase velocity, often take a back seat to the flashier aspects of demand marketing, such as account-based marketing.
This isn’t surprising. After all, when we speak of lead velocity, we’re simply referring to how quickly marketing leads convert through the various stages of the customer acquisition funnel.
Yet ignoring slowed velocity and funnel blockages can lead to potentially severe marketing problems: