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	November 30, 2006 How Mature Is B2B Lead Management? Mature Lead Management Practices Yield Superior Results by Laura Ramos with Elana Anderson, Jennifer Joseph, Julie M. Katz

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Executive Summary

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.

TABLE OF CONTENTS

• Mature Lead Management Practices Increase Sales Results
• Case Studies: Four Paths To Process Maturity

RECOMMENDATIONS

• Baseline Your Lead Management Maturity
• Supplemental Material
• Related Research Documents

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