You need true top-down accountability and investment throughout each stage, especially as you continue to evolve and transform your organization.
#2 – If you don’t have executive buy-in, this is doomed to fail. Any other later stage will be less effective until you tackle the earlier stages. If you read through this and identify an early step that really could use work, that’s your starting point. If one stage is poorly managed, the other stages will suffer and your entire system will leave company revenue on the table. #1 – There are seven key stages to master and each builds upon the other.
Simply put, both marketing and sales won’t thrive without the other – and it takes an effective process to help it happen! Two very important caveats to know before reading: Marketo found in 2019 that “aligned organizations had 67% higher conversion rates and their leads generated over 209% more revenue.” We’ve seen aligned processes lead to tens of millions in realized revenue firsthand. Make it easier for buy-ready leads to engage with your sellersĪ strong lead management process will get you these results, and much more.Have a central view of the customer across all customer-facing functions.Follow up with buying-interest level prospects quickly.Expedite the sales qualification process.Increased revenue via average deal size or month/annual recurring revenue.Organizations with mature lead management processes see the following benefits Your lead management process paves the way for Sales and Marketing to create an efficient and effective revenue machine. It is a combination of people, process and technology, a shared capability for marketing and sales. Lead management is a methodology whereby marketing generates qualified leads, passes them seamlessly and efficiently to sales, and sales/marketing processes them through to close. The Business Case | Define SQLs | Define Stages | Automate | Document Flow | Optimize Scoring | Establish SLAs | Map Past The Sale The business case for why lead management is so importantįirst, let’s levelset on what lead management is, to ensure we’re talking about the exact same process: So, ready to dive in? Click to jump to a stage: Enhance the customers’ experience when they are engaging with your organization.Follow up with an interested prospect quickly.Know lead conversion metrics by level from end to end.Have COMPLETE alignment between sales and marketing.Invest ONLY in activities that generate real value for the business.Decrease cost of sales close/win more opportunities.How can you do this? An effective lead management process.
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