Making a Case for Sales Lead Management

8/8/2019 Making a Case for Sales Lead Management

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Making a Case for Sales Lead Management

The strategies that make sales lead

management work for the most successfulb-to-b companies.

WWW.INVENIOMARKETING.COM


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Making a Case for Sales Lead Management: An Executive Briefing

OVERVIEW

Direct marketing and sales executives are scrambling to meet sales forecasts and increased

quotas with smaller budgets. The shear volume of maverick buyers has drastically reduced.

Companies are taking longer to evaluate and make buying decisions on capital products. This

time represents an opportunity to re-address the best and most efficient means for managing

sales leads generated by direct marketing. To introduce the concept, a well orchestrated sales

lead management program will:

customers.

or channel partners.

results.

What follows is a snapshot into the strategies that make sales lead management work for the

most successful business-to-business companies. While these strategies can become complex

with the introduction of multiple product lines, multi-tier channels, etc., the concepts behind

them hold true for all b-to-b sellers.

be sold by competitors.

to get mindshare.


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revenue is essential, but in an environment with a long sales cycle, you need to be able to

representatives and channel partners. This performance measurement includes their

historical ability to provide feedback and follow-up quickly with prospects.

ARE YOU TAKING FULL ADVANTAGE OF THE LEADS YOU GENERATE?

Countless studies and industry experts agree that 10-15% of business-to-business inquiries are

with no follow-up, will result in spotty forecasting and sales. When a prospect raises their

hand with interest it becomes our obligation to determine when and how we should stay

in touch with them.

not, will become non-existent.

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munications with the prospect via their preferred mediums at times when they feel are

nurturing a compelling and necessary component to any sales lead management program.


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increases the satisfaction from the prospects view and boosts return on investment from

demand creation activities.

THE POWER OF MARKETING AND SALES

Invenio has an advantage in that we work with many with companies in many industries.

What strikes us as most surprising is the missed opportunity caused by the inability of many

Time and time again Invenio have been privileged to work with companies that not only

encourage, but also insist, on dual participation and accountability for the success of sales lead

management programs. This partnership between marketing and sales consistently provides

greater returns and reduced frustrations.

The following is a top-level list of activities in which marketing and sales should participate

together:

respected, productive, sales representatives and invite them to participate in a round robin

SHOULD YOU OUTSOURCE?

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sourcing an attractive option as a strategic management tool. Companies that have operated

in the past as vertically integrated now are opting to network the departments that comprise

their core competencies with service providers that add particular value-sets. The resulting

customers.

We recently surveyed our customers and prospects to uncover the top ten reasons that

companies outsource sales lead management, marketing by phone and database management.


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They are:

Control of Operating Costs

completed and you have determined that the quality of the program increases as a result of

this decision. The decision to outsource does not reduce the amount of involvement from your

you are likely developing new processes and educating a group of people that are not within

SUMMARY

lead generation activities.

ABOUT INVENIO MARKETING SOLUTIONS

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through the strategic acquisition of multiple, forward-thinking, lead focused businesses, Invenio

is a cutting edge, marketing solutions powerhouse with an experienced team, strong vision,

CONTACT INVENIO

Making a Case for Sales Lead Management

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