ITSMA Lead Management Roadmap


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Building an effective lead management program is a top priority for most marketers, yet only a handful of them consider lead management a core competency.

ITSMA’s four stage Lead Management Roadmap can help marketers become a lead management front runner, by showing them how to:

Develop the infrastructure and formal processes to manage and track leads
Implement and integrate marketing automation systems with CRM to support a closed-loop lead management process
Align closely with sales
Use data to build buyer personas and generate quality leads
Analyze buyer behavior to build predictive models and score leads

In addition, ITSMA’s lead management roadmap outlines six areas of focus for marketers to keep in mind when building a best-in-class lead management process.

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ITSMA Lead Management Roadmap

  1. 1. Lead Management Processes Lead Generation and Qualification Lead Scoring and Routing Lead Nurturing Marketing and Sales Alignment Lead Management Performance Measurement How can you become a lead management leader? Adopt a common definition for lead tracking across all BUs and regions, define the lead flow process, and evaluate existing systems for their ability to support an integrated, closed-loop process for managing leads. Centralize all customer and prospect lists into one database, define the marketing database fields and structure, and agree on a definition of a customer. Get buy-in from sales about the need and purpose for lead scoring, work with sales to define lead-scoring thresholds, and map out lead routing rules. Conduct an audit to determine content needed to support the lead management process. Establish a formal process for marketing to hand off leads to sales. Define measures of success and metrics to be tracked. Finalize a closed-loop lead management process, and begin to implement systems to support it. Verify accuracy of leads, update contact information, measure consumption and conversion rates for content and forms, and institute data governance. Implement lead-scoring business rules within the marketing automation system and route all leads to sales and prioritize them. Establish a lead-nurturing process for reaching contacts at regular intervals. Nurture leads post-sale to facilitate upselling, cross-selling, and renewals. Establish qualified-lead targets for marketing to meet sales numbers. Implement a process for sales to follow up on leads. Use available systems to track leads from initial inquiry through to closed business, and calculate cost per lead. Track and evaluate all impressions, use customer data to optimize marketing across channels, and hire a full-time technologist that reports to marketing. Build prospect personas over time (progressive profiling), and use a third-party information provider to append info to lead data. Route only high-priority leads to sales. Use data analytics to score leads through demographic and behavior information. Nurture leads after they have been handed off and accepted by sales via drip campaigns, and use an editorial calendar for creating content to support lead nurturing. Use data collected on buyer behavior to segment and target campaigns. Build a formal process for sales to provide feedback on the quality of leads that marketing gives them. Measure marketing’s impact on business closed and the conversion rates from one stage of the buying process to the next. Customize programs to where a prospect is in the buying process. Open the system up to all marketing functions and field teams. Target demand generation based on account tiers to supplement more broad-based activities. Incorporate follow-up messaging from sales reps. Enable social sign-in. Analyze current customers and data on marketing channels that led to winning the business of high-value customers. Build predictive models, and incorporate past purchase history to score leads. Develop personas based on title, role, and so forth to customize marketing messages. Use the lead score to structure nurture campaigns for a prospect or account. Create SLAs between sales and marketing on how to handle leads. Have a formal process to route leads that go cold back to marketing for further nurturing. Measure lead velocity from one stage to the next, evaluate campaigns’ conversion rates, and calculate customer acquisition cost. 1 2 3 4 Define the Process Build the Infrastructure Transform Marketing Lead Management Optimize the Lead Management Process ITSMA Lead Management Roadmap ITSMA Marketing Tools provide guidelines, checklists, tips, and other applications to help improve marketing programs and organizations. They are available to ITSMA members as a benefit of membership. Suggestions for new tools are welcome; please send them to Other Marketing Tools are available online (password required) at TB048 | © 2012 ITSMA—Reproduction Prohibited