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Lead Management Best Practice
from:Author: Owen Andrew
Article:
Lead management refers to the process by which a lead is
created, qualified, analyzed, and distributed to sales and
marketing divisions. Lead management is one if the most critical
aspects in the success of sales; as such, best practices have
been established for handling and converting leads into
satisfied customers.
The first step a business takes in managing a lead is to
identify the prime leads and route them automatically to the
appropriate entity; this might range from a direct sales
representative to a channel partner. This is one of the most
important aspects of lead management and time is of the essence:
a lead should be thoroughly qualified by the time a sales
representative is assigned to them; if a cold or unqualified
lead is passed through the pipeline, valuable time and resources
are wasted. Thus the quality of the lead and where it's directed
upon qualification are important factors. If it gets passed
around a bunch or given to the wrong person, a qualified lead
can cool; thus, making an effective, efficient, targeted trip
down the pipeline is imperative to the success of the entire
lead management operation.
The next stage of operations is wooing and nurturing the
qualified leads, guiding them through the pipeline and turning
them into paying customers. This practice is even easier now
with advanced technology like Sales Force Automation and CRM,
allowing leads to be passed quickly down the line without
getting cold or lost. Ideally, every step of this process, from
nurturing and guiding the lead, to readying them for purchase
and tracking their preferences, should be logged in the
company's CRM system. This allows any available representative
to track a customer's history and status, and continue fostering
them accordingly.
This technology can also aid in the third step: tracking the
leads to closing and analyzing the ROI, or return on investment,
of a company's online and offline marketing campaigns. Tracking
leads can help a company pinpoint its strengths and weaknesses,
as well as the overall preferences of the customers. This allows
for increased growth and improvement within the company itself
and its CRM system. Such improvements might include bettering a
lagging product, targeting weaknesses in a pipeline, creating
stronger marketing divisions, training better representatives,
and much more.
After the leads have been tracked to closing, a business or
corporation should focus on integrating outside channels,
including strategic partners like value added resellers. They
should also provide for offline customer management and
services, such as call centers. These two steps together serve
to cement the quality of customer service and increase the
amount of incoming qualified leads.
Remember: with lead management, measuring and evaluating
existing systems and programs is integral; reporting,
post-campaign analysis, detailed strategies, informed
representatives and teams of agents, lead qualification,
tracking customer interests, readying them for service--all
these aspects of lead management play a crucial role in
determining a company's conversion ratio, the number of incoming
new customers, the volume of new sales, and the satisfaction of
happy customers.
About the author:
http://Salesforce.com is the world's first on-demand application
service and a giant in the field of CRM. With over 24,000
customers, over 500,000 subscribers, and a 97% customer
satisfaction rate, http://Salesforce.com continues to lead their
field. To find out more about them, please visit
http://www.salesforce.com.
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