Optimizing the Lead Lifecycle

Jesse Hopps

Improving the quality and quantity of the leads generated and managed by the marketing and sales organizations isn't a simple task in today's multi-touch, multi-channel environment.  This research reviews the best practices that optimize lead management practices throughout the entire lifecycle of the opportunity; from marketing's demand generation campaigns to sales' closing the business.  In February of 2011, Aberdeen surveyed 414 marketing and sales executives around the globe to identify key trends and strategic initiatives to deliver effective campaigns and improve lead management to activities to advance sales effectiveness.  This analysis highlights the capabilities and technologies organizations deploy to improve demand generation, lead nurturing, and avoid lead pipeline leakage.

Featured Insight of the Day

In today's economic environment, all marketing teams are feeling the pressure to develop and nurture the best leads possible.  However, in reality, advancing leads to a sales cycle has become a much more challenging task.  Marketing and sales executives site the sources in Figure 1 (below) as the primary challenges facing the market today.

How Demand Metric Can Help

If you are in the process of optimizing your lead lifecycle, check out the following templates:

Lead Acquistion Model

Lead Scoring Index Tool

Qualified Lead Definition Tool

Lead Generation Prioritization Tool

Lead Generation Maturity Assessment

Sales and Marketing Alignment Tool

Competitive Product Positioning Map

Product Positioning Tool

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