It’s not enough to ask for referrals once in a while. The most successful B2B companies have a formal program in place – and much more.

Many of us intuitively believe that referrals are the best leads you can get and generate new business more efficiently as a result. But to what degree is that true for B2B organizations?

What impact do formal referral programs have on sales pipeline growth and revenue acceleration? What do those programs look like, and are they run by sales or marketing? Are formal referral tools used?

To answer these questions and more, we surveyed more than 600 B2B professionals from across North America – including sales, marketing, operations and executive leadership. This research uncovered some striking findings about the impact of referral leads on the sales pipeline and revenue growth.