Lead generation is the #1 barrier to growth. Marketers see generating high-quality leads as their number one business challenge according to the 2015 Lead Generation Trend report. Yet, if sales and marketing were a manufacturing operation starting with raw materials — leads — and ending up with 5% to 20% in deliverable product — won sales — it would soon be shut down to determine what is wrong. However, companies continue to spend untold dollars on lead generation efforts ultimately doomed to fail.
MARKETING AUTOMATION ALONE DOESN’T EQUAL LEAD MANAGEMENT.
Marketing automation tools just enable lead management, but they’re only part of the solution. There are more fundamental aspects of lead management that often get overlooked. Review this presentation and learn the steps to effective lead management for the complex sale.