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Lead
Management
Processes
Lead
Generation
and
Qualification
Lead
Scoring
and Routing
Lead
Nurturing
Marketing
and Sales
Alignment
Lead
Management
Performance
Measurement
How can you become a lead management leader?
Adopt a common definition for
lead tracking across all BUs
and regions, define the lead
flow process, and evaluate
existing systems for their ability
to support an integrated,
closed-loop process for
managing leads.
Centralize all customer and
prospect lists into one
database, define the marketing
database fields
and structure, and agree on a
definition of a customer.
Get buy-in from sales about the
need and purpose for lead
scoring, work with sales to
define lead-scoring thresholds,
and map out lead
routing rules.
Conduct an audit to determine
content needed to support the
lead management process.
Establish a formal process
for marketing to hand off leads
to sales.
Define measures of success
and metrics to be tracked.
Finalize a closed-loop lead
management process, and
begin to implement systems
to support it.
Verify accuracy of leads, update
contact information, measure
consumption and conversion
rates for content and forms,
and institute data governance.
Implement lead-scoring
business rules within the
marketing automation system
and route all leads to sales and
prioritize them.
Establish a lead-nurturing
process for reaching contacts
at regular intervals. Nurture
leads post-sale to facilitate
upselling, cross-selling,
and renewals.
Establish qualified-lead targets
for marketing to meet sales
numbers. Implement a process
for sales to follow up on leads.
Use available systems to track
leads from initial inquiry
through to closed business,
and calculate cost per lead.
Track and evaluate all
impressions, use customer
data to optimize marketing
across channels, and hire a
full-time technologist
that reports to marketing.
Build prospect personas over
time (progressive profiling),
and use a third-party
information provider to append
info to lead data.
Route only high-priority leads to
sales. Use data analytics to
score leads through
demographic and behavior
information.
Nurture leads after they have
been handed off and accepted
by sales via drip campaigns,
and use an editorial calendar
for creating content to support
lead nurturing. Use data
collected on buyer behavior to
segment and target campaigns.
Build a formal process for sales
to provide feedback on the
quality of leads that marketing
gives them.
Measure marketing’s impact
on business closed and the
conversion rates from one
stage of the buying process
to the next.
Customize programs to where a
prospect is in the buying
process. Open the system up to
all marketing functions and
field teams.
Target demand generation
based on account tiers to
supplement more broad-based
activities. Incorporate follow-up
messaging from sales reps.
Enable social sign-in.
Analyze current customers and
data on marketing channels
that led to winning the
business of high-value
customers. Build predictive
models, and incorporate past
purchase history to score leads.
Develop personas based on
title, role, and so forth to
customize marketing
messages. Use the lead score
to structure nurture campaigns
for a prospect or account.
Create SLAs between sales and
marketing on how to handle
leads. Have a formal process to
route leads that go cold back to
marketing for further nurturing.
Measure lead velocity from one
stage to the next, evaluate
campaigns’ conversion rates,
and calculate customer
acquisition cost.
1
2
3
4
Define
the Process
Build the
Infrastructure
Transform
Marketing Lead
Management
Optimize
the Lead
Management
Process
ITSMA Lead Management Roadmap
ITSMA Marketing Tools provide guidelines, checklists, tips, and other applications to help improve marketing programs and organizations. They are available to ITSMA members as a benefit of membership. Suggestions for new tools are welcome; please send them to info@itsma.com.
Other Marketing Tools are available online (password required) at www.itsma.com/category/research/tool/. TB048 | © 2012 ITSMA—Reproduction Prohibited

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ITSMA Lead Management Roadmap

  • 1. Lead Management Processes Lead Generation and Qualification Lead Scoring and Routing Lead Nurturing Marketing and Sales Alignment Lead Management Performance Measurement How can you become a lead management leader? Adopt a common definition for lead tracking across all BUs and regions, define the lead flow process, and evaluate existing systems for their ability to support an integrated, closed-loop process for managing leads. Centralize all customer and prospect lists into one database, define the marketing database fields and structure, and agree on a definition of a customer. Get buy-in from sales about the need and purpose for lead scoring, work with sales to define lead-scoring thresholds, and map out lead routing rules. Conduct an audit to determine content needed to support the lead management process. Establish a formal process for marketing to hand off leads to sales. Define measures of success and metrics to be tracked. Finalize a closed-loop lead management process, and begin to implement systems to support it. Verify accuracy of leads, update contact information, measure consumption and conversion rates for content and forms, and institute data governance. Implement lead-scoring business rules within the marketing automation system and route all leads to sales and prioritize them. Establish a lead-nurturing process for reaching contacts at regular intervals. Nurture leads post-sale to facilitate upselling, cross-selling, and renewals. Establish qualified-lead targets for marketing to meet sales numbers. Implement a process for sales to follow up on leads. Use available systems to track leads from initial inquiry through to closed business, and calculate cost per lead. Track and evaluate all impressions, use customer data to optimize marketing across channels, and hire a full-time technologist that reports to marketing. Build prospect personas over time (progressive profiling), and use a third-party information provider to append info to lead data. Route only high-priority leads to sales. Use data analytics to score leads through demographic and behavior information. Nurture leads after they have been handed off and accepted by sales via drip campaigns, and use an editorial calendar for creating content to support lead nurturing. Use data collected on buyer behavior to segment and target campaigns. Build a formal process for sales to provide feedback on the quality of leads that marketing gives them. Measure marketing’s impact on business closed and the conversion rates from one stage of the buying process to the next. Customize programs to where a prospect is in the buying process. Open the system up to all marketing functions and field teams. Target demand generation based on account tiers to supplement more broad-based activities. Incorporate follow-up messaging from sales reps. Enable social sign-in. Analyze current customers and data on marketing channels that led to winning the business of high-value customers. Build predictive models, and incorporate past purchase history to score leads. Develop personas based on title, role, and so forth to customize marketing messages. Use the lead score to structure nurture campaigns for a prospect or account. Create SLAs between sales and marketing on how to handle leads. Have a formal process to route leads that go cold back to marketing for further nurturing. Measure lead velocity from one stage to the next, evaluate campaigns’ conversion rates, and calculate customer acquisition cost. 1 2 3 4 Define the Process Build the Infrastructure Transform Marketing Lead Management Optimize the Lead Management Process ITSMA Lead Management Roadmap ITSMA Marketing Tools provide guidelines, checklists, tips, and other applications to help improve marketing programs and organizations. They are available to ITSMA members as a benefit of membership. Suggestions for new tools are welcome; please send them to info@itsma.com. Other Marketing Tools are available online (password required) at www.itsma.com/category/research/tool/. TB048 | © 2012 ITSMA—Reproduction Prohibited