Lead nurturing tends to get complicated fast and there are plenty of marketers who will tell you that you need to build a comprehensive buyer's journey that covers the intricate experience each prospect takes. But not every business is ready for complex lead nurturing. Here's what companies need to crawl before they walk.

The moment marketing hands a lead over to a sales team is the ultimate test of collaboration between these two historically warring tribes. When things go wrong, millions of dollars of sales pipelines fail to materialize. Getting it right is holy grail of sales and marketing team collaboration, but it requires facing difficult truths and re-inventing sales and marketing roles. Consider this statistic: On average, only around 27% of B2B leads are actually qualified, according to a recent report by MarketingSherpa.

Here in Singapore, you often hear these comments from business leaders: “I walked on to my sales floor and could hear crickets chirping.” Or, “I thought I was in the accounting department it was so quiet.” Whatever the remark, the point is the same: A noiseless sales team means people aren’t selling. You don’t need a fancy business degree to know this means trouble.

Over the years I have put together a few tools to help business nomads as they go global. I call it The Global Survival Kit. To wrap up this book, I’d like to present some of the key ideas and tools I recommend packing into your Global Survival Kit. Many of the origins of these tools came from the people I’ve met and situations I’ve been through. And hopefully it won’t surprise you that it is constantly changing and adapting. Enjoy!