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Lead Management


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How to Develop a Lead Management Strategy:
A Discussion Guide for Enterprise Marketers

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Lead Management

  1. 1. How to Develop a LeadManagement Strategy:A Discussion Guide for Enterprise MarketersGeorge Scotti
  2. 2. Lead Management ModelLead PlanningandGenerationQualify LeadsDistributeLeadsNurture LeadsMeasure andEvaluatePrograms
  3. 3. 1. Lead Planning & Generation Pipeline What are your sales goals? How many leads do you need? How many will close? Lead Planning What Lists What Medium Generation Direct Mail Email Exhibits Telemarketing Emarketing Other
  4. 4. 2. Lead Qualification Develop criteria What is a Prospect What is a Lead Hot Lead Warm Lead Cold Lead Who qualifies and when? Telemarketing? Online questionnaire? Licensing Manager? Sales Support? Marketing? Behavior based?
  5. 5. 3. Distribute Leads What do we put into CRM? The World? Prospects? Leads? Customers?It’s Important to define what these are!
  6. 6. 4. How do we nurture? Marketing Communications Email Direct mail Webinars Exhibits eZines Content Marketing Sales contact End user marketing Trials When do we contact? Based on sales cycle? Based on market cycles? How often? Who do we contact? Do we contact everyone or just those thatrequest it? What tools do we use? Marketing Automation / Nurturing CRM Lead Scoring Tools Data Warehouse Integration
  7. 7. 5. Measure What do we measure? Lead conversion Sales Sales Cycle ROI When? What is success?
  8. 8. Pulling It All Together:Marketing ModelContentMarketingDrive towebsiteDemosandformsQualify leadsPass qualifiedleads toCRMAccountManagersLeadManagement/NurtureConfigure,Price andProposeCloseSaleMeasure andAnalyzeSales LeadsLead Development Lead NurtureMarketing Model
  9. 9. Thank youGeorge ScottiMarketing