White Papers

Proven Success Formula for Lead Management

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Proven Success Formula for Lead Management How frustrating is it that 50% - 70% of leads sent from marketing to sales never receive sales follow- up? This is a well-researched statistic that has not improved for the last five years. As a result, the time, money and effort applied to generating sales-ready leads are often much more impressive than the actual revenue results realized from this activity. The primary culprit in this missed opportunity is how marketers execute Lead Management. Most marketers treat Lead Management as a series of ad-hoc, poorly coordinated marketing activities rather than an intentional, cross-functional business practice. As part of a pilot for a Lead Management course, 11 different companies and 16 marketers, at a manager/director level from a range of industries and company sizes, gathered to discuss the topic. Not only did this one-day training serve to pilot our Lead Management class, it also acted as a focus group to highlight common challenges and validate a practical framework for effective Lead Management. This white paper presents the challenges most often experienced by marketing and details a practical framework for addressing these challenges. This approach will re-energize your Lead Management practice, ensure the leads you send to sales are both appreciated and acted on, and deliver the attribution and revenue results you have worked to earn. Proven Success Formula for Lead Management Debbie Qaqish Chief Strategy Officer

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