To effectively track lead generation ROI you need to implement a closed-loop-feedback process that allows you to track leads from first contact to close.
Here’s an article from Supply & Demand Chain Executive, which features, Nortel Networks. The article explains how Nortel created a closed-loop-feedback process that helped them, "resolve the age-old issue of the perception that marketing is throwing leads over the walls and that sales never provides feedback."
Why bother? By using closed-loop-feedback, Nortel Networks, watched their revenues from sales leads double every quarter for six consecutive quarters. Also, their close rate on sales leads has increased by 500% since they kicked off the program.
What’s your experiences been with closed-loop-feedback?
Link: Closing the Sales Loop at Nortel Networks