Executive Summary (This is a document excerpt)

Lead management process maturity pays off big time. Business-to-business (B2B) firms that fall into the top tiers of our Lead Management Maturity Model enjoy better sales follow-up rates and close a higher percentage of marketing-generated leads. But only a fraction of firms have achieved peak performance. B2B marketers must benchmark their lead management processes in order to define a realistic road map for process improvement. They should start by aligning key departments — like telesales, customer support, and field marketing — around shared lead quality definitions that alter long-standing beliefs, practices, and organizational structures in favor of streamlined practices that report on opportunity progress at every stage in the sales process.

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