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Are there any tips on how to educate/engage sales on the "nurturing" aspect?
With leads "stuck" in the funnel it can become tricky to figure out who to nurture.
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This is a tricky one because the definition of nurture is so difficult. I often say that everything we do in marketing is nurture. As far as educating sales, it is important to stress that it is not about the process or the marketing tools or technologies that are causing the leads to get stuck.
In most cases, it is the customer's situation (budget delayed, influencer who is not quite convinced). This is where a strong partnership with sales can help to identify the various types of "stuck" leads and then identify an action plan to move them through (or out) of the funnel.
Lead dispositions are one great way to help you do this. Qualifying a lead as "budget not yet approved" or "timeframe for decision greater than 3 months" can help separate what needs to be worked by sales, what needs to be worked by marketing and further "nurtured" and what needs to be thrown back in the pond.
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