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Leads Management Process

Leads Management Process

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Published by: Angie Gulledge Norris on Apr 27, 2012
Copyright:Attribution Non-commercial


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Lead Development Process

Capture Evaluate Qualify Nurture Distribute .

planning the marketing project. then specifying lead qualification and distribution mechanisms with Sales.Capture Lead Planning & Generation This stage consists of planning the entire campaign – determing lists. setting the timing. developing messaging. . selecting the medium.

. components and duration of the sales cycle. Typical lead process points and flags are defined. lead scoring (specific definitions of A. and ownership of each stage of the process. leads are qualified. For example. ‘Does this prospect have a budget in place for a product like ours? When this information is known. the lead can be passed to sales as a hot lead requiring rapid follow-up. or a cold lead requiring furtehr nurturing and communication. scored and processed according to predetermined criteria. how to deal with atypical or out-of-profile leads. surveys can pose questions like. including qualification questions and process. distribution rules. B and C-level leads).Qualify Qualify Leads In this stage. they can be automated. Once lead qualification criteria are determined.

product. There are many distribution systems – according to territory. level of urgency. for example. They can also be escalated if. With the right technology infrastructure. or if they have a particular urgency or a high value associated with them.Distribute Distribute Leads Lead distribution is the process of getting leads to the right person at the right time. and ensures that leads really do reach the right person at the right time. . Existing customers. or new vs. companies can automate the distribution of leads according to predetermined criteria. or a ready-approved budget. This removes the burden from support staff. lead source. they have a short timeframe to make a decision.

. When the lead is closer to making a purchase.Nurture Nurture Leads Lead nurturing allows companies to remain in touch with longer term leads until the lead is ready to be advanced into the sales cycle. Nurturing – the proceses of converting leads from an unqualified to a qualified state worth of devoting your marketing resources – is an often neglected step in the lead managment process. it can be passed on to sales.

Evaluate Measure and Evaluate Programs The last stage of lead management is to close the loop on results. When the ROI and cost-per-lead from each campaign is accurately reported. andhave visibility into how similar campaigns have performed. patterns can be identified which help marketing teams to do more often what is proven to work well. teams are clear as to what is to be measured at each step. Postcampaign analysis and reporting is the key to demonstrating success. or perhaps identifying how a marketing approach could be improved. . By going through a detailed planning process at the outset.

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