Start With the Basics

When we create and evolve lead-generation programs, we tend to focus on strategies, tools and goals. It's just as important, however, to plan for the management of all the data we collect.

In a pair of posts at the Database Diva blog, Lori Feldman outlines common lead-management mistakes made by marketing and sales departments—and offers advice like this:

You must have a single database for prospects and customers. "FastCompany says the average executive wastes 6 weeks a year looking for stuff," notes Feldman. "And what are we looking for most often? Phone numbers, papers and files, notes, checklists or items to put on our checklists."

It should enable fine-tuned segmentation. "If you can't identify your most important contacts, you can't give them the special handling they deserve," she says. "Other than 'customer' or 'prospect,' 'A-B-C' or 'Hot-Warm-Cold,' most salespeople have no database segmentation system."

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