Pressures to advance leads through the pipeline:
- increasingly competitive business landscape
- inability to move leads forward to a sales cycle
- marketing is producing too few leads for sales
- unable to rate, qualify or score leads for sales
The ultimate value that leads deliver to companies:
- revenue from net-new customers
- lead-to-sales conversion
- lead-to-win ratio
Strategies extend beyond campaign creation:
- ensure improvement in the quality of leads sent to sales
- drive activity and flow from middle of the sales funnel to sales cycle conversion
- integrate marketing and sales activities
Strategic methods to prioritise leads:
- contact information
- purchase history
- email marketing activity
- interaction with online content
To achieve best-in-class performance, companies must strive to:
- automate demand generation programs and lead qualification activities to support sales objectives
- measure the number of qualified leads converted to the sales forecasted pipeline
