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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