Lead management: a headache for businesses

[tonmoypramanik]

Every week we meet companies that are really motivated to make their site a significant source of revenue.

Lead generation is a practice that is understood and applied internally.

Working on the website and activating many other levers (Ads campaigns, social networks, newsletters) attract qualified visitors who turn into leads.

This step is, of course, improvable but the KPIs of the marketing department are generally good.

Yet, these same companies tell us that they are unable to generate revenue despite all the leads they generate.

The reason is simple: the marketing department only focuses on lead generation without latvia email list taking into account the expectations and lead processing capacity of the salespeople.

Marketers are not close enough to the sales department to fully understand lead management.

And you know it: generating leads is good, but if salespeople don't convert them into customers, it won't do you any good...!

Lead handover from marketing to sales is not good
Have you ever tried sending extremely important mail without using the Post Office's acknowledgement of receipt?

Stressful isn't it?

Was the mail received? Read? Processed?

It wouldn't occur to you to not have any news about important documents in the context of a house purchase, the deposit for your wedding ceremony, etc.

For the proper processing of leads, it's the same.

Yet when marketing passes leads to sales, it's very common for the rule to be: "no news is good news."

Very often, the transmission of leads from marketing to sales does not respect the basic rules for good lead management:

The transmission of marketing leads to sales must follow a simple process that is understood by both teams.
The transmission of marketing leads to salespeople must be structured in time. It is possible that your lead is in a hurry to speak with a salesperson from your company… or your competitors.
The transmission of marketing leads to sales must contain information that adds value to sales.
Passing on marketing leads to sales should take into account your lead scoring .
Unfortunately, these basic principles are all too often ignored.

Want to take stock of your lead management process? Let’s talk about it and benefit from our best tips
Sales and marketing lead tracking is insufficient
The conversion funnel vision has become so widespread that it is now difficult for us to explain that lead tracking should not only be the job of salespeople.

Follow-up is an essential step in the lead management process.

Indeed, depending on the maturity of your leads and the effectiveness of your lead scoring , the sales department will find itself faced with leads who are not ready to buy.

In fact, it is estimated that 73% of the leads generated are not ready to buy.

stat lead not mature in B2B
In other words, the majority of leads you generate will not sign in the short term and it is essential to gradually bring them to maturity through Lead Nurturing actions .

However, in many cases, there is no follow-up of leads by the marketing team.

This implies that signing new customers is the job of sales, not marketing.

This is a big mistake. Signing new leads is a joint job of marketing and sales .

Sales and marketing have a vested interest in holding follow-up meetings to understand how to attract better leads and how to follow up on leads that sales were unable to close.

This way the conversion funnel turns into a loop: