October 4, 2006
Improving B2B Lead Management
Use Forrester's Maturity Model To Upgrade Lead Management Processes
This is the first document in the "B2B Lead Management Maturity" series.
by Laura Ramos
with Elana Anderson, Jennifer Joseph
Executive Summary (This is a document excerpt)
B2B marketers can no longer afford to emphasize lead volume over lead quality. This practice reduces sales efficiency, increases costs, and fuels the gap between sales and marketing. What should B2B marketers do to mature their lead management practices? Start by sitting down with sales to agree on the definition of a quality lead. Then build or refine processes to capture lead quality information; validate, score, and classify leads; improve lead routing precision and efficiency; develop programs to nurture leads that don't yet warrant sales attention; and define metrics that directly identify marketing's contribution to the sales pipeline and closed deals.
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WHAT IT MEANS
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This research is the culmination of a yearlong study of B2B lead management practices. During the past year, Forrester has surveyed and spoken with hundreds of B2B firms about their lead management processes. The maturity model we unveil in this report has been reviewed and fine-tuned throughout the past six months with B2B firms from the high-tech, manufacturing, business services, and distribution industries — enterprise and SMB — through our B2B marketing workshops, events, and client interactions. Related Research Documents
August 17, 2006, Trends
August 2, 2006, Trends April 13, 2005, Best Practices |
B2B Lead Management Processes Are Broken
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