How never to lose a prospect: the promise of lead nurturing

Posted by Henning Lund on Thu, Aug 04, 2016

Have you ever felt that you do not get enough out of the pipeline your marketing activities generate? Know the feeling? Some time ago, I had a look into our Salesforce and started to analyze what goes wrong, where and how it can be improved. I quickly identified some areas of interest that can be easily solved with the right effort. This blog is about how to get the most out of your lead generation effort.

Are the leads delivered by your marketing ever good enough?

Before getting into the topic itself, I’d like to have a look at a closely related subject: the fact that the leads generated by marketing are rarely fully appreciated by sales. In my experience, often the term “Lead” is generating dissonance in an organization. You can adopt different sales methodologies but at the end of the day a lead only has a value if it has a chance to become a customer. To make sure you get the most out of your lead generation efforts, you have to be efficient around your lead development process. This is about assigning the right lead to the right resource in your organization at the right time, with the right prerequisites and expectations.

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Tags: Salesforce, lead management, nurturing

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