B2B Lead Generation & Sales Enablement 2 — Questions and Answers
Question 1: Which metric best measures the effectiveness of a sales enablement program?
- Number of content assets created
- Sales cycle length reduction (Correct answer)
- Total marketing spend
- Number of sales reps trained
Correct answer: Sales cycle length reduction
Sales cycle length reduction directly reflects how well enablement tools and content help reps move deals through the pipeline faster.
Question 2: What is a 'lead magnet' in B2B lead generation?
- A paid advertising tool that attracts clicks
- A CRM feature that scores incoming leads
- A valuable free resource offered in exchange for contact information (Correct answer)
- A referral incentive program for existing customers
Correct answer: A valuable free resource offered in exchange for contact information
A lead magnet is a high-value resource such as a whitepaper, template, or webinar offered free in exchange for a prospect's contact details.
Question 3: In account-based marketing (ABM), which approach best aligns sales and marketing?
- Marketing generates broad awareness while sales handles all targeting
- Both teams agree on a shared list of target accounts and coordinate outreach (Correct answer)
- Sales develops all content while marketing focuses on events
- Marketing scores inbound leads and hands them off to sales
Correct answer: Both teams agree on a shared list of target accounts and coordinate outreach
ABM requires sales and marketing to co-select target accounts and orchestrate coordinated, personalized campaigns together.
Question 4: What does 'sales velocity' measure?
- The speed at which reps complete CRM updates
- The rate at which revenue is generated through the pipeline (Correct answer)
- The number of calls made per day by a sales team
- The time it takes to onboard a new sales rep
Correct answer: The rate at which revenue is generated through the pipeline
Sales velocity measures how quickly deals move through the pipeline and generate revenue, calculated using deal count, win rate, deal value, and cycle length.
Question 5: Which type of content is most effective at the 'consideration' stage of the B2B buyer journey?
- Brand awareness blog posts
- Case studies and comparison guides (Correct answer)
- Cold outreach email sequences
- Broad social media ads
Correct answer: Case studies and comparison guides
At the consideration stage, buyers are evaluating solutions, so case studies and comparison guides that demonstrate differentiated value are most effective.
Question 6: What is the primary purpose of a sales playbook?
- To automate email follow-up sequences
- To provide reps with consistent messaging, talk tracks, and objection handling guides (Correct answer)
- To track competitor pricing in real time
- To manage CRM data entry workflows
Correct answer: To provide reps with consistent messaging, talk tracks, and objection handling guides
A sales playbook standardizes best practices, messaging, and processes so every rep can engage prospects consistently and effectively.
Question 7: Which lead nurturing tactic is most appropriate for a prospect who downloaded a technical whitepaper but has not requested a demo?
- Immediately hand the lead to inside sales for a cold call
- Send a series of educational emails with related technical content (Correct answer)
- Remove the lead from nurture and wait for them to re-engage
- Send a promotional discount offer
Correct answer: Send a series of educational emails with related technical content
A prospect engaging with technical content is in research mode, so continued educational nurturing builds trust until they are ready for a sales conversation.
B2B Lead Generation & Sales Enablement 2
Which metric best measures the effectiveness of a sales enablement program?