Making the quality argument:
Leads don’t come in from marketing departments with handy ratings or categorizations that say, this lead has a 75 percent likelihood of turning into a sale, but this lead has only a 15 percent chance. Instead, all leads appear equal at the start, and thus demand time from salespeople to qualify. Salespeople would love to receive only top-performing leads, but that’s never been possible before. Big data and predictive analytics aim to change this narrative.