Effective Lead Management: Converting More Leads Into Sales

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”

    View recorded webinar and read executive summary

12 Responses to Effective Lead Management: Converting More Leads Into Sales

  1. christine October 27, 2009 at 3:55 am #

    Brian: great post. You’re absolutely right; it’s not about lead quantity but lead quality. The definition of a lead and the quality scoring methodology should be jointly defined by sales and marketing. And that should be embedded in the CRM/SFA system. You’re also dead on with closed loop feedback huddles. I’ve found that using field marketing to facilitate those huddles and track marketing generated leads through the pipeline to understand ‘why’ leads close or get dropped systematizes the process. Of course, marketing would be wise to work from a multi-sourced, continually vetted and touched database of targets. Otherwise the whole process will be frustrating and for naught.

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