Lead management is the process by which marketing acquires, evaluates, nurtures and hands over leads to the sales team. The more creative marketing teams and agencies may not see this as their role, but we believe this is a fundamental part of any marketers job in supporting the business.
Companies that have no standards or processes in place for properly managing leads, will find it difficult to determine genuine buyers from those tyre kickers. If sales teams receive weak leads, they waste time which distracts them from pursuing genuine opportunities, and if marketing pass on poor leads then its time to refocus activities.
According to Gleanster Research, only 25% of leads in a given sales pipeline are legitimate prospects.
Companies can significantly improve their sales pipeline by developing lead management strategies that incorporate lead nurturing, lead scoring and marketing automation. Pulling together these tools and techniques is what Intellegentia does...but we also layer over processes and data management to ensure every Marketing Qualified lead is in fact suitable for hand off to sales.
Having implemented the basic top of the funnel engagement model , our approach is to;
Many businesses who have sufficient volume of leads can realise greater success by incorporating scoring methodologies into lead management. Lead volume means the amount of data can be enormous, even in mid-market organisations. If you move into the Enterprise space (for example technology companies operating globally), then the volume of lead and campaign data is mind-boggling.
Most companies are sitting on top of a gold mine of data from their CRM and Marketing Automation so to make use of the volume of lead data, organisations where there is good Sales and Marketing alignment have been using lead scoring for lead generation and lead management purposes.
Lead scoring allows a business to customise a prospect's experience based on his or her buying stage and interest level and greatly improves the quality and "readiness" of leads that are delivered to sales organisations for follow-up.
Lead scoring however is not without its challenges. The issue facing many organisations who want to accurately score leads is that they have “weighted” scores subjectively, intuitively, or based on methods that once worked in the past. Inexperienced teams using lead scoring in the wrong way can mean over-scored and under-qualified leads being passed to sales.