Lead Management
Develop lead stage models
Each marketing and sales organization has unique elements that impact how an integrated lead management program should be structured. Lead stage models need to reflect the existing realities of your company’s selling process while creating marketing and sales alignment that drive identifiable processes and the ability to measure your lead nurturing success.
Definition of lead stages and “sales-ready” lead
If delivering “sales-ready” leads is the Holy Grail of marketing, then it’s essential to understand what set of criteria constitute this level of qualification. Marketing departments need to invite sales engagement and, ultimately, sign-off on both demographic and behavioral criteria so marketers can design processes and campaigns to specifically address these requirements.
