How important is the brand?

In Rain's 2007 report on lead generation, there was an interesting insight on the importance of brand in the sales process. Brand matters: 65% of well known companies report themselves as being good or excellent at lead generation while the comparative figure for less well known organisations was 44%. If you are well known, whatever lead generation tactics you employ are likely to work better.

So what does that mean? It could be that branded companies are overemphasising their abilities at lead generation, but that sounds unlikely. It could be that less well known organisations less gung-ho in their self evaluation but that sounds unlikely too.

The Executive Summary - 6 Lead Generation Insights - can be downloaded from Rain at no charge.