Lead Management
Section 4–A Systematic Approach

By David Bartenwerfer

Improving Lead Management typically requires changes to one or all of four areas: process, analytics, organization, and technology. The challenge is primarily a process issue that will require improved analytical tools and adjustments in organization and technology to support that process (Exhibit 1). Improving the process requires changes to one or more of the seven key areas of Lead Management best practices, namely:

  1. Better Information Managementwhen prospects respond across multiple channels, such as web, phone, or in-person.
  2. Proper Lead Qualificationso that the Sales Force doesn’t waste resources duplicate or invalid leads.
  3. Effective Supplementation of Lead Datato provide high-cost/high-value channels with productivity-enhancing information.
  4. A robust methodology for Scoring Leadsand routing the appropriate leads to the appropriate channel for response.
  5. Technology to Distribute Leadsto the correct channel with minimal or no delay and track the timing of that distribution.
  6. Ability to Escalate to Managementif leads are not acted upon within a set timeframe.
  7. Technology to Nurture Low Value Leadsso the company is top of mind when the leads are ready to purchase.

Link to the next article in the sequence: Lead Management 4.1 – Information Management

Author

David Bartenwerfer is the founder and principal of Quantum Consulting and Technology. QuantumCT helps product and marketing organizations get smarter and prove, predict and optimize impact and ROI with economic and financial modeling that employs customizable algorithms and technology leading to fast and lasting insight and action. Mr. Bartenwerfer has over twenty years’ experience in the High Tech, Internet, Telecom, Media, Financial Services and Retail industries and holds a B.S. in Systems Engineering with minors in applied mathematics and economics from the University of Virginia and an M.B.A. from the Stanford Graduate School of Business. For further information, contact the author at davidbartenwerfer@quantumct.com.