Summary
Many organizations perceive their lead handoff processes as “black holes” characterized by limited visibility and low conversion rates. Active and passive recycled nurture programs are designed to reactivate demand that might otherwise be considered lead waste, improving visibility, conversion rates, and velocity. The introduction of recycled lead nurturing requires process and system changes to improve sales and marketing alignment. In this report, we describe the symptoms of a lead management black hole and identify obstacles to resolving this issue with an active or passive recycled lead nurturing program.
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