Pressure is mounting on companies to maximize marketing ROI (return on investment). In other words, the money spent on lead generation should show a strong return related to sales revenue. This money should be evaluated so it is continually applied to the highest yielding program(s). To do this, marketers must gain visibility into individual programs [...]
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One thing known with certainty is that all leads are not created equal. This makes lead scoring crucial for marketers so they can determine prospect readiness and take appropriate action at the right time. Increasingly, automation is key, since spreadsheets and calculators can no longer handle the volume of leads and their varying sources, interactions [...]
It seems I stirred up a little controversy in one of my recent postings about taking a small step in lead management (yes a tactic) versus pouring over a process map and revising a company’s lead to sales process. I certainly did not intend to suggest that process and the need for planning for lead [...]
Continue reading about It’s not about process or technology – it’s about realistic results
Learn how you can gain visibility into your sales pipeline, segment your database, deliver targeted messages, and enable qualification through lead nurturing.
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By now, we are all well acquainted with open and click-through rates as a way to measure the initial impact of a marketing campaign. But we need to look further in order to really understand how well leads are progressing through the lead and sales lifecycle. Only by evaluating conversions (and by extension, their movement [...]
It’s no surprise that these days, we have lots of conversations with people about ROI. Marketers, CFOs, and CEOs alike are struggling to figure out the best approach to tracking and computing a return on their marketing and sales investments. But what is interesting is that while there are so many variations of ROI discussions, [...]
We sometimes get asked what the definition of lead management is… is it the company you are calling on, the opportunity that’s been identified, the individual, etc.? And often the question really revolves around how is tracking happening between lead generation and sales, especially when crossing multiple systems. Â
Well the answer of what is lead management [...]
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