« Multimedia Content: The Basics | Main | Turn Off Filters and Start Scoring Your Leads »

The Process of Managing Leads

According to Wikipedia, Lead Management is defined as "the methodologies and systems to manage customer prospects and inquiries, generally generated by a variety of marketing techniques. Lead management can be considered the connectivity between advertising and customer relationship management that facilitates the acquisition of customers."

In other words, lead management is the series of steps undertaken from the time lead data is captured, until the lead is passed along to the sales team and moved into the sales funnel. For those engaged in generating leads, lead management is an integral part of our jobs - and involves everything from scrubbing junk leads to scoring leads, to delivering leads for your client or sales team to close.

According to Brian Carroll's B2B Lead Generation post, Lead Management is Far From An Easy Task, lead management should be viewed as a process that includes the following steps:

1. Lead Generation (generating inquiries)
2. Lead Qualification (are they a fit? Are they sales ready?)
3. Lead Nurturing (cultivating early stage leads)
4. Lead Distribution (hand off from marketing to sales)
5. Lead Pursuit (sales process and pipeline)
6. Lead Tracking and reporting (closed the loop between sales and marketing)

Do you have lead management procedures in place at your organization, or does lead management involve minimal lead scrubbing and delivery? While automated lead management software is available to help marketers with this process, successful lead management procedures can be implemented without the purchase of these automated systems. If you want to start managing your leads, start with Brian Carroll's six steps above, and ask yourself what you're doing to address each step.

-BH

Post a comment

(If you haven't left a comment here before, you may need to be approved by the site owner before your comment will appear. Until then, it won't appear on the entry. Thanks for waiting.)