Whose Responsibility is it to Generate B2B Referrals?

Source: Influitive / Heinz Marketing [download page]

Notes: While only 3 in 10 B2B professionals surveyed have a formalized referral program in place, those that do are more likely than those who do not to rank their sales efforts and ability to maintain sales pipelines as highly effective, per a survey of more than 600 B2B professionals across North America. Those with referral programs are also about 4 times more likely to say that the marketing department is “very involved” in referrals (58% vs. 15%). So which department has the primary responsibility for referrals? (more…)