Comments on: How Companies Waste Leads http://www.azzarellogroup.com/blog/2009/09/14/how-companies-waste-leads/ Useful Ideas on Leadership and Business Success Sat, 20 Mar 2010 23:36:10 -0700 http://wordpress.org/?v=2.8.6 hourly 1 By: Evan Scott http://www.azzarellogroup.com/blog/2009/09/14/how-companies-waste-leads/comment-page-1/#comment-4546 Evan Scott Mon, 21 Sep 2009 21:20:31 +0000 http://www.azzarellogroup.com/blog/?p=328#comment-4546 Terrain site coming soon but ,in the mean time, thank you for this post. On the one hand ,there's a lot of 'marketing 101' here but, then, that's the point. Much of what gets overlooked or missed is the simple, effective stuff. In any case, thanks for the great reminder and, now that I've found your blog, I intend to follow it. Found you through the CMO Club so I hope to run into you at an event sometime down the road. Best regards, Evan Scott Terrain site coming soon but ,in the mean time, thank you for this post. On the one hand ,there’s a lot of ‘marketing 101′ here but, then, that’s the point. Much of what gets overlooked or missed is the simple, effective stuff.

In any case, thanks for the great reminder and, now that I’ve found your blog, I intend to follow it. Found you through the CMO Club so I hope to run into you at an event sometime down the road.

Best regards,

Evan Scott

]]> By: Kevin Joyce http://www.azzarellogroup.com/blog/2009/09/14/how-companies-waste-leads/comment-page-1/#comment-4443 Kevin Joyce Fri, 18 Sep 2009 18:37:41 +0000 http://www.azzarellogroup.com/blog/?p=328#comment-4443 Well said Patty! There are plenty of statistics available to detail the virtues of lead nurturing. You touch upon a very important point. The lead management process has to be documented and rigidly enforced. Otherwise all the marketing investments on lead generation are wasted. The technology is there to automate many parts of it, but Sales and Marketing need to agree on the process and the definitions prior to automation. A good lead management process will document the lead flow, the lead definitions, the required roles for Sales and Marketing people, and the metrics for each stage. With the metrics you can start to get management visibility, and accountability! -Kevin Well said Patty! There are plenty of statistics available to detail the virtues of lead nurturing. You touch upon a very important point. The lead management process has to be documented and rigidly enforced. Otherwise all the marketing investments on lead generation are wasted. The technology is there to automate many parts of it, but Sales and Marketing need to agree on the process and the definitions prior to automation. A good lead management process will document the lead flow, the lead definitions, the required roles for Sales and Marketing people, and the metrics for each stage. With the metrics you can start to get management visibility, and accountability!
-Kevin

]]> By: Larry Kistner http://www.azzarellogroup.com/blog/2009/09/14/how-companies-waste-leads/comment-page-1/#comment-4336 Larry Kistner Tue, 15 Sep 2009 15:14:45 +0000 http://www.azzarellogroup.com/blog/?p=328#comment-4336 Hi Patty, I have been reading and enjoying your emails and wish to offer some comments, based upon over 15 years implementing CRM systems: • Sales and marketing organizations need a verification process of some type for the lead creation and qualification decision • When a rep leaves, all leads should be re-processed by marketing. Truly active prospects moved to the new rep. • Incentive Compensation should require management confirmation of completed status in CRM system. Best Larry Hi Patty,

I have been reading and enjoying your emails and wish to offer some comments, based upon over 15 years implementing CRM systems:

• Sales and marketing organizations need a verification process of some type for the lead creation and qualification decision
• When a rep leaves, all leads should be re-processed by marketing. Truly active prospects moved to the new rep.
• Incentive Compensation should require management confirmation of completed status in CRM system.

Best
Larry

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