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Lead Management Roadmap

Author: Dianne Kim , Julie Schwartz, Kathy Macchi
Published: November 28, 2012
Ref. Number: TB048
Pages: 6

Building an effective lead management program is a top priority for most marketers, yet only a handful of them consider lead management a core competency.

ITSMA’s four stage Lead Management Roadmap can help marketers become a lead management front runner, by showing them how to:

  • Develop the infrastructure and formal processes to manage and track leads
  • Implement and integrate marketing automation systems with CRM to support a closed-loop lead management process
  • Align closely with sales
  • Use data to build buyer personas and generate quality leads
  • Analyze buyer behavior to build predictive models and score leads

In addition, ITSMA’s lead management roadmap outlines six areas of focus for marketers to keep in mind when building a best-in-class lead management process.

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