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Tips for "Hands-On" Sales Lead Management

Posted on Feb 25, 2008 by Kathy Rizzo, Vice President Marketing

You spend a tremendous amount of time and money identifying, telemarketing, qualifying and nurturing your sales leads. Thus, it’s difficult to pass “sales-ready” leads over to the sales team and cross your fingers that the sales reps follow-up, provide feedback to you and ultimately win business. In many cases, you are also limited by your CRM reporting function. So even when your sales team “wins” business from your leads, you may or may not be able to tie the revenue to your lead generation programs.

Does this sound familiar?

The fact is, measuring Return on Investment, as well as the “Sales Acceptance” ratings, are critical on many levels: 1.) Determining the success of each telemarketing program; 2.) Spotting issues; and 3.) Securing future funding. Thus, as a marketer, you should not just sit back and hope the sales team receives and pursues your leads and that your CRM system will accurately report the results back to your lead generation efforts.

Instead, consider taking a “hands-on” approach to your sales lead management by employing a closed-loop lead administrator – a person who can actively monitor your CRM system to ensure leads are properly assigned to sales representatives (and re-assigned when members of your team leave). Additionally, the lead administrator can follow up directly with your sales representatives via phone and email to ensure leads are actively pursued and to gather key information such as pipeline, forecast and closure data, as well as qualitative feedback on the overall quality and type of leads provided by Marketing. Although this is a manual “hands-on” process, it is highly effective in receiving and documenting ROI stats, as well as other valuable feedback and metrics.

Bottom line—don’t let system limitations or sporadic feedback from your sales reps stop you from receiving the data that you need to achieve your objectives and secure your future funding.

Tagged: sales lead management, sales leads, roi, lead management, crm

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