For Marketing Leadership Professionals

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	October 4, 2006 Improving B2B Lead Management Use Forrester's Maturity Model To Upgrade Lead Management Processes by Laura Ramos with Elana Anderson, Jennifer Joseph	Average: 9  (1 rating)

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Executive Summary

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.

TABLE OF CONTENTS

• B2B Lead Management Processes Are Broken
• Forrester's Lead Management Maturity Model
• Technology Enables Lead Management Maturity

WHAT IT MEANS

• Marketing's Role Moves Down The Sales Funnel
• Related Research Documents

This is an excerpt