The document discusses the challenges marketers face in managing leads and demonstrating their impact on sales, emphasizing the need for effective lead management and alignment between marketing and sales teams. It proposes a holistic approach leveraging marketing operations principles, focusing on synchronizing people, processes, and tools to enhance lead management workflows and measure marketing effectiveness. The document outlines four key steps for optimizing lead management, which include assessing gaps, assuring data quality, optimizing processes, and utilizing advanced reporting tools.

1. Optimize Lead
Management to Align
Sales and Marketing
New pressures for marketers

2. Today’s marketers are under
mounting pressure
Marketers need to demonstrate the direct
connection between marketing programs and
sales impact.

3. Measuring return
on marketing,
particular marketing
investment is hardly
possible

4. Marketers need to show a positive
feedback between outreach activities
and bottom-line result such as new
customer acquisition or even better

5. But for many companies, measuring
marketing effort is still unreachable
and therefore deficient lead
management practices keep getting in
the way

6. Marketers face the formidable challenge of
tracking leads from an ever-expanding array of
channels in an increasingly complex purchase-
decision process.

7. In the past, marketing teams focused largely
on raising brand awareness through creative
work, but this is no longer true.

8. Show—Proof-Positive
Marketing departments now must be able to
show—proof-positive—that their efforts directly
contribute to new leads, customer acquisitions,
sales, and revenue growth.

9. How to manage an ongoing digital
dialog with prospective customers ?
Today’s buyers use social media extensively,
marketers need to be agile enough to keep them
engaged and informed—not just in the early
stages, but throughout the marketing and sales
lifecycle.

10. NEW SOLUTIONS: A HOLISTIC
APPROACH
New solutions: a holistic approach

11. Automation software
Which automates the process of moving leads
through the sales funnel, can be part of this
solution
But clearly
technology
alone cannot
make the difference.

12. Synchronizing Processes
The solution lies in synchronizing processes and
technology to better align marketing and sales
and improve lead management.

14. MARKETING OPERATIONS OFFERS A
WAY TO COORDINATE PEOPLE,
PROCESSES, AND TOOLS
Marketing operations

15. Marketing operations principles offer a
holistic approach to optimizing lead
management and provide
The way from marketing spend to revenue
through realized sales—one that examines how
people, processes, and tools come together
throughout the marketing and sales lifecycle

16. AND EVALUATED SOFTWARE TOOLS
ARE IMPROVING BOTH MARKETING
AND SALES FORCE AUTOMATION.
Software

17. By taking steps to coordinate
people, processes, and tools to
manage leads, marketing leaders
can more accurately measure and
maximize return on marketing
investment

18. The holistic approach focuses on three
key activities:
• Synchronize the efforts of cross-functional
teams
• Optimize lead management workflows
• Close critical gaps in software systems

19. SYNCHRONIZING TEAM’S EFFORTS

20. Marketing and sales teams often are
not aligned in their processes and
goals
Lack of synchronization between marketing
tactics and sales objectives magnifies the
difficulty of measuring performance.

21. Marketing vs Sales?
Marketing
Marketing staff contend with
the pressure of keeping the
sales pipeline primed with
leads.
Sales
At the same time, sales
personnel routinely taking
each opportunity to turn in
onto represents.

22. To win support for ongoing marketing investment,
marketing leaders need to be able to show the
direct impact of expenditures on tangible
business outcomes, such as growth in market
share, increased sales, greater customer value,
and increased profitability.

23. Communication gaps between marketing and
sales make linking closed deals to marketing-
generated leads practically impossible.

24. Today’s marketers typically need to mine and
monitor responses from numerous channels
while navigating workflows to distribute leads to
sales staff is more important.

25. Spotlight on leads:
What goes wrong?

26. Lead management is the main issue.
It encompasses the methodology, organizational
roles, processes, and technologies dedicated to
providing sales teams with qualified prospective
customer information.

27. This critical function
dictates how customer
inquiries are captured, how
leads are ranked, and what
communications tactics are
applied to leads at each
phase in the purchasing
process

28. Lack of scoring leads or nurturing
prospects that are not yet ready
As a result, they lose a significant
number of leads each year to neglect.

29. Predictably, in this scenario, sales
personnel cherry-pick the most
promising leads and
overlook the others, resulting in high
lead-churn rates and wasted
opportunities

30. Marketers need standardized
processes for lead qualification,
routing, and nurturing

31. Using marketing operations principles, they can
classify opportunities, engage prospects with
appropriate follow-up communications, and
close the loop with sales teams to measure
campaign performance

32. How do you fix it?

33. The way to build an opportunity
pipeline that generates higher
conversion rates, more closed deals,
and increased profitability is to fix lead
management first.

34. By focusing squarely on aligning
people, processes, and tools, you can
optimize and quickly scale lead-
management workflows.

35. With an enhanced ability to track leads
throughout the purchase-decision process, You
can close the loop with
sales to evaluate and
take steps to
maximize
return on
marketing
investment

36. The result: your marketers will help
sales teams get better leads and close
more deals
To implement a strategy for lead management
based on marketing operations principles, start
by taking these four essential steps ->

37. 4 Keys
• Determine gaps.
• Assure data quality.
• Optimize processes.
• Optimize processes.
• Utilize advances in reporting and business
intelligence.

38. Determine GAPs
.Perform a high-level capabilities assessment
that evaluates the staffing resources, process
flows, and technology assets that support lead
management.

39. Assure data quality
.Consolidate and cleanse lead-tracking data
sources to enable streamlined, consistent
performance measurement.

40. Optimize processes
.Define simple, repeatable processes and
automated workflows to govern lead capture,
qualification, handoff, and performance tracking
tasks. Provide ongoing staff training on these
processes and adopt a strategy of continuous
improvement.

41. Utilize advances in reporting and
business intelligence
.Deploy tools like marketing dashboards and
web-based analytics programs to provide real-
time visibility into the health and performance
of the lead management process.

42. With these four key steps, you can
establish consistent, repeatable
processes that lead to centralized lead
management functions.

43. By applying
marketing
operations
principles, you
make it possible
to create
integrated
systems that
streamline lead
management
tasks
CREATE INTEGRATION SYSTEM Manage Your leads effectively

44. Taking a holistic approach to lead
management helps to align your
people, processes, and tools in a more
effective way

45. By fixing lead management first, you lay the
foundation for optimizing your marketing
process from end to end, bridging the gap
between marketing and sales.

46. MANGE YOU LEADS
ATTRACT CUSTOEMRS
OPTIMAZE YOUR
MARKETING EFFORT
Get
YOUR MARKETING
TOOL NOW

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49. Glabex provides technologies dedicated to
providing sales teams with efficient sales tools,
marketing and promotional tools, as well as
qualified prospective customer information.