Many marketers believe generating more sales leads is the key to hitting revenue targets. That’s not always true. In fact, most companies need to do a better job managing and qualifying the leads (or more likely the inquiries) they already have.
In this month’s issue of Target Marketing, I wrote the cover article on "What’s a Lead?" There, I offer the most important steps that marketing and sales alike, need to take to end their “tug of war” to improve ROI.
The 5 steps of successful lead qualification are:
- Define and Agree On What the Word “Lead” Means
- Consolidate and Centralize Your Prospect Information
- Pick up the Phone and Qualify Prospective Leads
- Handing Off Leads to Sales
- Closing the Loop
The first step in the process requires marketing and sales to come up with a definition for a lead together. This article also emphasizes the critical role that the (often overlooked) phone plays in the lead qualification process.