October 28

Effective Lead Management: converting more leads into sales

Lead Management


We had a great turn out for our recent B2B Lead Generation Rountable Webinar “Effective Lead Management: Learn How to Convert Marketing Leads into Sales Pipeline.” In case you missed the live presentation, there are still two ways you can review it:

  • Watch the Presentation recording (no registration)
  • Read the Effective Lead Management Executive Summary

I discussed steps for overcoming one of the biggest challenges organizations face today: converting leads to sales pipeline revenue. For most organizations, these problems stem from perception and communication issues between Marketing and Sales and a lack of process.

While I emphasize sales and marketing being on the same page is key to a well-optimized lead generation process, the solution involves more than just generating more high-quality leads. Marketing and Sales need to use a robust qualification and nurturing process to optimize the leads already in the pipeline.

I taught a ‘playbook’ for effective lead management that helps optimize the lead generation process to produce major ROI gains. The ‘playbook’ included five steps:

  1. refine the universal lead definition of “sales-ready”
  2. qualify leads based on the universal lead definition
  3. nurture early leads until they were “sales ready”
  4. define a clear process from Marketing to Sales
  5. close the loop via Sales and Marketing “huddles”

You may also like:

How to do lead management that improves conversion

5 Reasons Why Your Buyer Persona’s Aren’t Good Enough

Lead Generation Check list – Part 7: Effective lead management

How to Attract B2B Buyers with Amazing Content

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.

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