# Only 17% of new leads converted as sales teams and marketers feel the strain Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2017-09-13 Category: BUSINESS Category URL: https://financedigest.com/category/business Meta Title: New Study by Dun & Bradstreet: B2B Sales and Marketing Meta Description: Discover how B2B sales teams struggle with prospect research and marketers face audience understanding issues in latest research study by Dun & Bradstreet. URL: https://financedigest.com/only-17-of-new-leads-converted-as-sales-teams-and-marketers-feel-the-strainhtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/fd130917-1-1-1736843504607-compressed.jpg) - B2B sales teams spending too long researching prospects while B2B marketers struggling to understand target audience, according to new study by Dun & Bradstreet - Only 38 out of the 229 new leads an average marketing campaign produces turn into realised revenue – a win rate of just 17% - Nearly 6-in-10 (57%) marketers say their biggest challenge is understanding exactly who their target audience is A new [study launched today from Dun & Bradstreetshows how sales and marketing teams](https://www.financedigest.com/frameplay-announces-new-attention-metric-in-video-game-environments-validated-in-partnership-with-dentsus-attention-economy-team-by-first-to-market-studies.html "Frameplay Announces New Attention Metric in Video Game Environments, Validated in Partnership with dentsu’s Attention Economy Team by First-to-Market Studies") are struggling to reach the right audience and convert leads. As the age of cold calling [ends and an era](https://www.financedigest.com/britain-tells-climate-talks-coal-era-ending-as-carbon-emissions-surge.html "Britain tells climate talks coal era ending as carbon emissions surge") of data-led selling is being ushered in, the study found that still only 38 out of the 229 new leads an average marketing campaign produces turn into realised revenue – a win rate of just 17%. The research surveyed sales & [marketing teams and B2B buyers in the UK and North America](https://www.financedigest.com/north-america-residential-wood-flooring-market-expansive-coverage-on-the-latest-trends-and-developments-in-the-market.html "North America Residential Wood Flooring Market – Expansive Coverage on the Latest Trends and Developments in the Market"), finding a clear **sales disconnect** – the average sales person spends over **two hours (128 minutes)** looking into each prospect before contacting them. According to the salespeople surveyed, the average salesperson spends over two hours (128 minutes) looking into each prospect before contacting them, leaving sales teams with little time to actually reach out to new prospects and sell. Consequently, [nearly a quarter](https://www.financedigest.com/uk-new-car-sales-up-by-nearly-a-quarter-in-october-smmt.html "UK new car sales up by nearly a quarter in October – SMMT") (24%) of salespeople said they don’t have enough time to research potential customers and (35%) of sales people admitted they are under more pressure to provide value in a digitally-led business world beyond what buyers can ordinarily find online. Marketers are also [facing tough challenges](https://www.financedigest.com/how-to-overcome-the-challenges-faced-by-women-in-business-3.html "How to Overcome the Challenges Faced by Women in Business") of their own: - Nearly 6-in-10 (57%) say the biggest challenge they face is understanding exactly who their [target audience](https://www.financedigest.com/automotive-ecu-market-size-analysis-top-players-target-audience-and-forecast-to-2026.html "Automotive ECU Market Size, Analysis, Top Players, Target Audience and Forecast to 2026") is - 56% said that ensuring they have relevant and complete [data remains a challenge](https://www.financedigest.com/meeting-the-data-challenge-in-financial-services.html "Meeting the data challenge in financial services") - 93% said that access to accurate and complete [data to understand their audience is key](https://www.financedigest.com/cbd-gummies-market-current-scenario-and-industry-growth-forecast-with-major-key-players-data-2030.html "CBD Gummies Market| Current Scenario and Industry Growth Forecast with Major Key Players data 2030") to reaching them There are many frustrations on the buyers’ side too, the study shows: - 51% of buyers said they have seen an improvement in the sales and [marketing communications](https://www.financedigest.com/military-communications-market-worldwide-growth-trendsleading-segments-and-opportunities-to-2028.html "Military Communications Market Worldwide Growth, Trends,leading Segments And Opportunities to 2028") in the last few years, despite the proliferation of tools and analytics designed to target effectively - 29% of buyers also [say that the biggest frustrations for them are callers that have failed to do basic research](https://www.financedigest.com/brexit-has-added-6-to-britains-food-bills-researchers-say.html "Brexit has added 6% to Britain’s food bills, researchers say") on the company - 29% also [state](https://www.financedigest.com/india-to-hold-one-day-state-mourning-on-passing-away-of-queen-elizabeth.html "India to hold one day state mourning on passing away of Queen Elizabeth") that they are being called “at the busiest times of the day” **Rishi Dave, CMO at Dun & Bradstreet, said**: “As [sales and marketing](https://www.financedigest.com/growing-exports-of-non-traditional-jamaican-crops-creating-sustained-opportunities-for-ackee-market-sale.html "Growing Exports Of Non-traditional Jamaican Crops Creating Sustained Opportunities For Ackee Market Sale") teams converge, it’s critical for them to have accurate and aligned data about their target audiences to help convert any lead into a paying customer more quickly. B2B buying is a longer process that is likely to begin before a salesperson is even involved. Sales acceleration principles will help sales and [marketing teams surface actionable insights](https://www.financedigest.com/air-separation-plant-market-to-register-5-cagr-driven-by-surging-demand-for-nitrogen-gas-within-food-beverage-sector-future-market-insights.html "Air Separation Plant Market to Register 5% CAGR Driven by Surging Demand for Nitrogen Gas within Food & Beverage Sector: Future Market Insights") and connected buying signals, which help convert prospects into customers and increase ROI.” With [nearly half](https://www.financedigest.com/meta-to-take-nearly-half-of-sales-made-by-its-metaverse-creators-as-fees.html "Meta to take nearly half of sales made by its metaverse creators as fees") (48%) of all buyers stating the communications they receive are not relevant to their role – and 37% who believe that the communications are not timely – there is a need for companies to be accelerating their sales process by connecting its data with buying signals, and providing it with relevant context. “If sales teams have more detailed buyer information at their disposal, they can spend more time on revenue-focused activities,” **added Dave**. “By using data-driven sales acceleration tools that incorporate real-time, accurate data with buying signals, [marketing and sales](https://www.financedigest.com/kids-oral-care-products-market-sale-is-anticipated-to-boost-with-tremendous-growth-by-2030-due-to-health-awareness-of-kids.html "Kids Oral Care Products Market Sale Is Anticipated To Boost With Tremendous Growth By 2030 Due To Health Awareness Of Kids") teams will have access to more relevant information that’s connected, insightful and actionable.” If you’d like to take a look at the report, please visit www.Dnb.co.uk/marketing/media/state-of-sales-acceleration.html. --- This blog is powered by Superblog. 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