What is lead management?
In today’s buying landscape, consumers form opinions about businesses before they ever interact with a sales team—in many cases, long before. To get ahead of the curve, it’s critical that you reach them and develop a relationship before they encounter your sales team. That’s where lead management comes into play. Lead management is defined as the process by which marketing acquires, evaluates, nurtures, and hands off leads to the sales team. While this sounds simple, it’s very common for companies to have no standards in place to properly manage their leads, causing sales to spend an inordinate amount of time and money finding qualified buyers. Working off of weak leads is, unfortunately, a very common problem. In fact, according to Gleanster Research, only 25% of leads in a given sales pipeline are legitimate prospects.
By implementing a lead management system, you can attract buyers and nurture them with unique, personalized campaigns, allowing sales to step in when the timing is right. This ensures that your marketing and sales teams are operating as efficiently as possible. When a proper lead management system is put in place, companies can significantly improve their sales pipeline by developing strategies that incorporate lead nurturing, lead scoring, and marketing automation.Get an Estimate