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How Lead Management Pays Off

January 13, 2010

B2B marketers who develop consistent lead-management processes––along with careful investments in automation––achieve stronger, more qualified sales pipelines, according to interviews conducted by Forrester Consulting on behalf of Silverpop.

In addition, through better visibility into the impact of marketing on sales, companies that implement lead automation gain more control over marketing programs and better accountability for marketing spend against business results, the interviews found.

Below, additional findings from How Managing Leads Pays Off in a Stronger, More Qualified Pipeline, a report based on interviews with 15 senior-level marketers who use lead management.

Strengthening the Sales Pipeline

Asked to describe the problems they wanted to solve with lead-management automation, surveyed marketers overwhelmingly cited the need to prioritize sales opportunities: 67% (10 out of 15 of marketers) said lead scoring and qualification was a major challenge.

Without an orderly approach, lead qualification becomes subjective and the results are suspicious to Sales, Forrester said. To reduce the squabbling between Marketing and Sales over lead quality, marketers want more systematic measurable approaches to scoring the leads that marketing activities create.

As for other challenges, 40% of the marketers cited four other pain points, including better alignment with Sales, developing and nurturing demand, improving data quality, and improving data reporting.

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