The Marketing Strategist:

ITSMA Research Results: Who Is Investing in the Lead Management Process?

August 10, 2010

Throughout the year, you’ve heard ITSMA say that 2010 is the year of marketing transformation. One important aspect of that transformation is determining the most effective marketing mix. To create the most effective mix, you must first discover which tactics best serve the goal of accelerating the buying process. However, most marketers hand leads off to sales and have no way of knowing what happens from that point. The main obstacles to visibility are lack of systems and disparate data. Tracking leads and marketing activities in spreadsheets just won’t cut it anymore. Companies need a closed-loop system for demand generation and lead management. Unfortunately, very few have formal lead management programs. In fact, in ITSMA’s Budget and Trends Study, this was a priority for just one of the companies surveyed. Nevertheless, for 43% of respondents, spending on marketing automation software, tools, and processes is expected to increase in 2010. Investing in Lead Management Companies that have these systems in place are experiencing many benefits:
  • Ongoing personalization of marketing materials
  • Closed-loop feedback with sales
  • Lead tracking
  • Performance metrics
And perhaps most important, these companies are gaining the ability to demonstrate the impact of marketing on the sales pipeline and on closing deals. To hear more about the Year of Marketing Transformation, join us at our 17th Annual Marketing Conference on November 2 and 3 in Cambridge, MA.

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