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each stage. Enterprises should ideally consider and embrace a comprehensive approach tolead management
one with a focus on the relevance and timing of the information that isdelivered to all parties.What does your company’s lead management process look like and who has been involvedin determining its strategy? Is it too complex, or is it ineffective with dropped leads and lowconversions? What are its strengths and weaknesses? Consider:
Who has ownership of each stage of the process? Get agreement with all thestakeholders as to what is expected entering and exiting each stage. Marketingneeds to collaborate with the sales team throughout this process so the leadsgenerated ultimately are the leads that your sales team needs.
Is there a defined lead management workflow? It may be that your company needsa thorough examination and re-engineering of your enterprise’s lead managementprocesses and activities.
What essential performance indicators or ROI measures are associated at keypoints throughout the process? Without effective measurement tools it isimpossible to calculate how marketing contributes to sales success or how thecombined effort contributes to the bottom line.
Adopting a strategy that quickly and efficiently captures, nurtures, distributes and analyzesleads though all of the stages of Inquiry, Prospect and Opportunity Management is crucial.Once you’ve established what your optimal process should look like, then the next step is tomake sure the each of the distinctive stages is a solid contributor to the overall function.
Improve each of the underlying components
A.Lead Generation or Acquisition
Whether your lead generation strategies are predominately composed of on-line campaignmarketing programs, traditional marketing techniques, or a combination of the two, the
"Less than 25% of allinquiries are followed upand closed out by sales-people, which leaves bothmarketing people and theinquirer frustrated
James W. Obermayer, executivedirector of the Sales LeadManagement Association
(Jan 29, 2008 2:11pm EST).