Adapting the Lead Management Process

Carlos Hidalgo

Chapter Chapter 7 in Driving Demand, 2015, pp 91-104 from Palgrave Macmillan

Abstract: Abstract In a 2010 survey Frost & Sullivan asked B2B marketers what their top obstacles were in getting the most from their marketing automation systems; the top answer was “We do not have the right processes.”1 Fast-forward to 2015, and we find that many organizations are still struggling with changing their lead management process. As a result, they are also struggling to take advantage of increased demand generation budgets and marketing automation. Having a defined lead management process is the ingredient that binds together content strategy and organizational structure and allows better use of technology.

Keywords: Service Level Agreement; Lead Qualification; Demand Generation; Lead Management; Sales Department (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-52680-9_7

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DOI: 10.1057/9781137526809_7

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