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Lead Generation Maturity Model


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Our Lead Generation Maturity Model was designed to help organizations by providing a road-map for improving their lead generation capabilities.

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Lead Generation Maturity Model

  1. 1. STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class No CRM or Marketing Automa- tion System in place Metrics: #ads, #impressions Focus on branding & marcom activities Viewed as cost-center (invest- ment in brand) Difficult to get budget for marketing programs Processes are ad-hoc CRM System in place with reasonable rep adoption Metrics: #leads, #clicks “Leads” are passed to sales but don’t have set criteria Viewed as cost-center (cost per lead) Processes are defined Sales complains about lead quality and quantity CRM and Marketing Automation are in place and integrated Metrics: #opportunities, $pipe- line, cost per acquisition Leads are well-defined with agreed-upon definition by both sales & marketing Viewed as a Revenue Driver Processes are automated with marketing automation Systems are being used to to their full potential Metrics: $Revenue, Program ROI, ROMI, CLV Lead generation is scalable Revenue accountability Viewed as Profit-Center Processes are constantly tweaked to improve results LEAD GENERATION Maturity Model V I E W R E S O U R C E Want to rate your organization’s Lead Generation maturity with an interactive tool? Download our Lead Generation Maturity Assessment and get started today!