Sales Lead Management Week Feed

Research Project from Info-Tech Research Group: Lead Management Automation

Editors note: Seems like a worthwhile project and you'll get a copy of the results.  Take 3 minutes. 

Info-Tech Research Group is currently in the midst of completing a research project focused on vendor selection within the Lead Management Automation space. The study aims at narrowing down the drivers consumers use when comparing vendors against each other and, to a greater extent, the experiences consumers have with selected vendors.

If you or your organization has participated in a vendor selection process for LMA software, Info-Tech would greatly appreciate your insight on the following survey. The survey should take roughly 3 minutes to complete, and all participants will be provided with pre publication materials of the finished product.

Take the 3 minute Survey by Clicking Here.


Maximizing the Value of Your Lead Generation Dollars

Pressures are mounting on companies to maximize marketing ROI. 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 to determine the number and quality of leads they generate, and how many ultimately transform into closed sales.

But the issue doesn’t stop there. Increasing the value of lead generation dollars also means ensuring the leads being handed to costly sales resources are indeed “sales ready.” According to CSO Insights’ Sales Performance Optimization Study (2008), salespeople are generating 50% of their own leads. That’s an expensive proposition and raises the question – what is marketing doing?

It’s clear marketers must find ways to track and manage leads through the lead life cycle. This requires the ability to evaluate leads, determine when leads are “sales ready,” and when they are not. Additionally, marketers must take responsibility to nurture those leads that aren’t “sales ready” to maximize the value of what they’ve spent on lead generation dollars.

Industry benchmarks suggest that leads must be continuously “touched” before they close. About 80% of leads close after 5 contacts and sometimes it’s closer to 9-11 touches. If you’re assuming the value of lead generation dollars comes from one email blast or a month of AdWords, you’re not on the right track to understanding how to increase value. Nurturing leads (through multiple touches) as part of lead generation programs will increase the return of dollars.



Lisa Cramer is president and co-founder of LeadLife Solutions, a provider of on-demand lead management software that generates, scores, and nurtures leads for B2B marketers. For more information on lead management or best practices call 1-800-680-6292 or email info@leadlife.com.