Interaction of Lead Management and CRM Along the Customer Journey

Alexander Woelke ()
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Alexander Woelke: Cloudbridge Consulting GmbH

A chapter in Marketing and Sales Automation, 2023, pp 289-296 from Springer

Abstract: Abstract Winning a customer is many times more time-consuming than keeping one. Therefore, the management of customer relationships from the first contact to the maintenance of existing customers is of great importance. Only if Lead Management and Customer Relationship Management (CRM) are efficiently linked with each other can it be ensured that the leads generated are qualified in such a way that they are processed further at the right handover points. The following article shows how the seamless and efficient handover and evaluation of leads is ensured through close cooperation between the marketing and sales teams.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-20040-3_18

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DOI: 10.1007/978-3-031-20040-3_18

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