November 22

U.S. Companies Are Severely Mismanaging Lead Generation

Lead Generation


I think most marketers agree that the management of sales leads is critical to generating Return on Marketing Investment.  Sadly, sales leads continue to land on the scrapheap according to a soon to be released report by the Business Performance Management Forum and CMO Council.

The report entitled "Gauging the Cost of What’s Lost," found that, "an estimated 80% of leads are typically lost, ignored or discarded. Also, 73% of respondents said their company has no process for re-qualifying and revisiting business leads."

The report concludes that companies must devote, "much more attention to how they target, capture, qualify, manage and track pipeline opportunities within their organizations." 

This research upsets me because it represents billions of lead generation budget dollars lost in a black hole; squandered opportunities, wasted energy and misallocated resources.  Grrrr.  One marketer said it best, "I know 30% of my lead generation is paying for itself… now I just need to find out which 30%!"

The full report will be made available this week for download at and

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. The estimated loss of 80% of leads is unfortunate because many of those leads are simply not “sales ready”. By nature, most Sales representatives tend to grab the “low hanging fruit” because salespeople know that we may not be around to close a deal that will be sales ready in 2 quarters.

    Leads that still require attention are often discarded in favor of those that can be easily and quickly closed.

    It is little wonder that Web Marketing Automation and Lead Nurturing / Incubation are becoming more widely accepted. These tools allow leads to stay in the realm of Marketing until the prospect raises their hand to indicate their readiness to purchase.

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