In those 24 hours, the inside sales rep researches the company and to get a sense of who they are, their business model and what their marketing needs might be. From there, the sales rep crafts a customized introduction and reaches out to the prospect, and is better prepared to have a productive conversation when they connect with the lead by phone or email. Marketo’s Qualification Criteria Here are Marketo’s five primary criteria: 1. Is there a Compelling Event? 2. Has a Clear Key Pain or Need been Identified? 3. What are the Current Marketing Tools and Processes? 4. What is the Timeframe? 5. What is the Annual Revenue/Size of Company? If a prospect cannot be reached by phone, Marketo sends two emails and one more call. After the 21-day process there are three possible outcomes. A lead is either: 1. Disqualified: A small fraction of leads that will never be a good fit. 2. Converted to Opportunity: Inside Sales rep hands off lead to a Account Executive. If this lead is something the Market Response Rep deems pursuable, they convert it into an opportunity. 3. Recycled: These leads receive ongoing nurturing through email marketing. Sales reps can either go back or take the initiative to reach out to these past leads, or reps can wait until a lead takes a new action and is flagged as an active lead. Make It Ridiculously Simple For Sales Reps To Prioritize Marketo uses Salesforce.com for their sales force automation system. In addition, Marketo enhances their use of Salesforce.com with their own add-on product, Sales Insight. This application makes it easy for sales reps using Salesforce.com to quickly spot and stay focused on their hottest prospects.