Title Marketing That Works

Lead Management Program

This is a article from the TMTW Elite Gold Newsletter

Lead management is the process of watching and directing the conversion of sales leads into customers. An effective lead management process establishes a clear process for handling and distributing inquiries and leads. Breakdowns in the lead management process often occur when lead generation is viewed not as an ongoing conversation but as a series of campaigns without substantive integration. The desire to seek more leads, regardless of quality, without properly managing those on hand can also impair the process. Other detriments to sound lead management include the lack of:

• An effective lead nurturing program
• An effectively utilized or well-maintained database
• Conformance with the lead generation program in general

Effectively tracking and nurturing leads are often the most challenging aspects of lead management, particularly in companies where there is little or no sales accountability. In such cases, fully 80% of sales leads that go into the black box are ever seen again.

In lead generation, tracking leads is critical to you getting the full value from your sales and marketing efforts. A company is a collection of processes. Just as you would never try to complete a settlement without having a settlement work process, marketing and sales must have a process to track and nurture leads.

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