11 Jan 2024

Beyond pure lead generation: New strategies for marketing & sales

The source: Podcast “The SaaS Sypmphony” – in conversation with Clemens Schuele from Google

Lead Gen Business: Wow, we’ve never heard these topics addressed so openly and directly in a talk before!

In the latest podcast episode of The SaaS Symphony (January 8, 2024), Clemens Schuele, Senior Key Account Manager at Google, provides deep personal insights into the changing world of digital marketing and sales. In an interview entitled “Demand Gen instead of Lead Gen“, he discusses – based on his personal experiences – the latest trends and challenges in the area of lead generation and provides valuable insights into effective collaboration between marketing and sales.

In this article, you can expect the following takeaways from the podcast, among others:

  • Quality-driven lead generation: the focus is shifting from quantity to quality of leads, which is crucial for a more effective customer approach and higher conversion rates.
  • Collaboration between marketing and sales: Close integration between these areas is essential in order to achieve common goals and increase efficiency.
  • MQLs and SQLs: Differentiating between Marketing Qualified Leads and Sales Qualified Leads optimizes the sales process and improves lead quality.
  • Use of technology: The use of AI and machine learning enables more precise customer analyses and personalized marketing strategies.
  • Agility and adaptability: reacting quickly to market changes and adapting strategies flexibly are crucial for long-term success in digital marketing and sales.

Demand gen instead of lead gen

Collaboration between marketing and sales will remain a hot topic in 2024 and a key success factor for efficient growth.

The latest episode of “The SaaS Symphony” with Clemens Schuele from Google therefore delves deeper into the distinction between lead generation (MQL) and demand generation (SQL) and shows how both departments can work more closely together to generate more success.

Listen to the podcast episode here

Key strategies for success in the lead gen business

In the dynamic world of digital marketing and sales, constant adaptation and innovation is not just an advantage, it’s a necessity. Gone are the days when pure lead generation was considered a panacea for the lead gen business. Today, marketing and sales teams need to rethink their strategies and dovetail them closely to succeed in an increasingly competitive market environment.

The evolution of lead generation business in the digital age

From quantity to quality: a paradigm shift

For a long time, the maxim in the lead gen business was: the more leads, the better. But this view has changed fundamentally. Today, it is no longer just about generating a large quantity of leads, but rather about the quality of these leads. Marketing managers, CMOs and sales managers are faced with the challenge of identifying and cultivating leads that are more likely to become actual customers.

The role of MQLs and SQLs

At the center of this new strategy are MQLs (Marketing Qualified Leads) and SQLs (Sales Qualified Leads). MQLs are leads that are classified as high quality due to their engagement and interest in a product or service. SQLs, on the other hand, are leads that are considered by sales to be ready for the direct sales process. The differentiation and correct handling of these two lead types is crucial for success in modern marketing and sales.

Technology as a driver of lead qualification

Technological advances, particularly in the field of artificial intelligence (AI), offer new opportunities to improve lead qualification. By using AI, marketing and sales teams can recognize patterns in the data that help them communicate more effectively with prospects and tailor their campaigns accordingly.

The need for close collaboration between marketing and sales

Overcoming the silo mentality

One of the biggest challenges in the lead gen business is the traditional separation of marketing and sales. This silo mentality often leads to communication gaps and misunderstandings between the teams. However, to be effective, marketing and sales must act as one unit, pursue common goals and align their strategies.

Common language and goals

Establishing a common language and defining common goals is crucial for successful collaboration. Both teams need to understand how their work affects the entire sales funnel and how they can work together to qualify leads and ultimately contribute to business success.

The role of data and analytics

Data plays a central role in modern marketing and sales strategy. By analyzing customer interactions and behavior, marketing and sales teams can gain valuable insights that help them refine their strategies and make them more effective.

Future-oriented strategies in the lead gen business

Integration of AI and machine learning

The integration of AI and machine learning into marketing and sales strategies offers tremendous opportunities. These technologies can help to better understand customer needs, create personalized marketing messages and optimize the sales process.

The importance of CRM systems

CRM systems are indispensable tools in modern lead gen business. They enable marketing and sales teams to coordinate their activities, manage leads efficiently and gain an overview of the entire sales funnel.

Agility and adaptability

In a rapidly changing digital landscape, agility is key. Marketing and sales teams need to be able to react quickly to changes in the market, adapt their strategies and integrate new technologies.

In summary: A new era in marketing & sales for the Lead Gen Business

The world of lead gen business is in a constant state of flux. To be successful in this dynamic environment, marketing and sales teams need to continuously adapt their strategies, work closely together and utilize the latest technological developments. This is the only way to generate high-quality leads, communicate effectively with potential customers and ultimately increase business success.

Our solution: matelso platform – Multichannel Communication & Lead Management

The topic of “Marketing & Sales, stronger together!” is currently a hot topic for us too – Clemens Schuele speaks from the heart in the podcast!

With our lead management solution matelso platform, we are building an efficient and powerful bridge between the two departments and their ways of thinking for collaboration between marketing and sales.

Das Thema “Marketing & Sales, stronger together!” ist auch für uns ein aktuell brandheißes Thema – Clemens Schuele spricht uns im Podcast völlig aus dem Herzen!

Mit unserer Lead Management-Lösung matelso platform bauen wir für die Zusammenarbeit zwischen Marketing & Vertrieb eine effiziente und leistungsstarke Brücke zwischen beiden Abteilungen und deren Denkweisen.

The concrete benefits for Lead gen Businesses:

  • Breaking down (data) silos: Marketing & Sales can now work together seamlessly and use consistent, relevant customer data to optimize their campaigns and processes
  • Efficient lead management: centralized recording and qualification of potential customers on one platform
  • Accurate lead scoring: The system allows you to quickly recognize the true value of each lead based on comprehensive data and interactions
  • Increased marketing ROI: More leads for the same budget through optimized use of resources and targeted customer approach
  • Improved sales processes: Seamless integration of all communication channels, comprehensive customer and purchase history as well as valuable web data for more efficient consulting and better deals

Let’s talk! Book your preferred date now and learn all about what we can achieve together for your company!

Jan 11, 2024

Andere Beiträge
Related Posts
Möchten Sie mit uns in das Lead Management von morgen starten?

Überzeugen Sie sich selbst davon, wie die matelso platform for a communication based lead management Plattform Ihr Kundenerlebnis verändern wird.

Do you want to start into the lead management of the future with us?
See for yourself how the matelso platform for a communication based lead management will change your customer experience.
matelso platform
matelso optimally connects telephony, chat, email or contact forms. Our intelligent lead management simplifies communication and enables you to achieve better marketing results.
matelso platform in detail
Call Tracking

MarTech phone call analysis software for companies, agencies & portals to get valuable data from inbound calls.

Call Tracking in detail
Marketing Use Case
How the matelso platform boosts your marketing.
Sales Use Case
How the matelso platform boosts your sales process.
E-Commerce Showcase

Showcase of the matelso platform in E-Commerce

What capabilities does our matelso platform offer? All features at a glance.
Do-it-with-me instead of DIY: Work with our consultants to really get the most out of the platform.
Do-it-with-me instead of DIY: Achieving more together with our consultants.
Use Cases

Three industries that should rely on call tracking: B2B, automotive and agencies!

Blog Through our blog, we share knowledge and insights with our readers - always useful, always interesting.
Webinars With our matelso webinars, you can experience our MarTech technologies and solutions and get valuable tips for your online marketing.
Knowledge Base On our matelso Knowledge Base you can delve deep into the engine room of our Call Tracking and MarTech technology.


Career Creating a new data-based era of communication - if you share this vision, we should get to know each other.
Partner model Help your customers better understand and manage their customer journey - while also generating a new revenue stream.


About Us The MarTech company matelso - we stand for innovative and simple solutions that make your marketing more efficient.
Newsroom News, press releases and more - all news about matelso at a glance.