In an ideal lead management process, marketing generates leads that are signed quickly by salespeople. The 2 Honduras Email List investment is optimal. In practice, lead management is not so rosy. Here are the most common issues. The lead management process inevitably starts with generating leads. We meet every week with companies that have a real motivation to make their site a major revenue lever. Lead generation is a practice understood and applied internally. The work on the website and the activation of many other levers (Ads campaigns, social networks, newsletter) attract qualified visitors who turn into leads. This step can obviously be improved, but the KPIs of the marketing department is generally good.
Yet these same companies tell us that they fail to generate revenue despite all the leads they generate. The reason is simple: the marketing department only focuses on lead generation without considering sales reps’ expectations and load handling capacity. Marketers are not close enough to sales to fully understand lead management. And you know it: generating leads is good, but if salespeople don’t convert them into customers, it won’t do you any good…! Passing on leads from marketing to sales is not good. Have you ever tried the experience of sending an extremely important letter without using the La Poste notice of receipt? Stressful isn’t it? Has mail been received? Read? Treaty?
Marketing takes care of lead generation somehow
It would not occur to you not to hear from you about important documents in connection with a home purchase, a deposit for your wedding ceremony, etc. The same goes for the good handling of leads. When the marketing department transmits leads to salespeople, it is however very common for the rule to be: “no news, good news. Very often The transmission of leads from marketing to sales does not respect the elementary rules for good lead management: The transmission of marketing leads to sales representatives must follow a simple process understood by both teams. The transmission of marketing leads to sales representatives must be structured over time. It is possible.
That your lead is in a hurry to speak with a sales representative of your company… or of your competitors. Transmission of marketing leads to salespeople must contain value-added information for salespeople. The transmission of marketing leads to sales representatives must take your lead scoring into account. Unfortunately, these basic principles are all too often ignored. Want to take stock of your lead management process? Let’s talk about it and take advantage of our best tips. Insufficient follow-up of leads by sales and marketing. The view of the conversion funnel has become so widespread that it is difficult for us today to explain that lead follow-up shouldn’t be just the job of salespeople.
Lead processing is a team effort
Follow-up is an essential step in the lead management process. Indeed, depending on the maturity of your leads and the effectiveness of your lead scoring, the sales department will find themselves faced with leads who are not ready to buy. It is estimated that 73% of the leads generated are not ready to buy. Stat leads are not mature in B2B. In other words, the majority of the leads you generate will not sign in the short term and it is essential to gradually bring them to maturity through actions of Lead Nurturing. However, in many cases, there is no tracking of leads by the marketing team. This implies that signing new customers is the job of the business, not marketing.
This is a serious mistake. Signing new leads is a joint job of marketing and sales. Sales reps and marketers have a vested interest in organizing follow-up meetings to understand, on the one hand, how to attract better leads, and on the other hand, how to properly follow up on leads that sales reps were unable to sign. In this way the conversion tunnel turns into a loop: Marketing transmits leads that are processed by salespeople. Sales reps refer leads that are not mature enough to marketing in order to perform effective lead nurturing. Once ripe, the leads are reworked by the salespeople. aligning marketing and sales: a crucial issue