Lead management involves generating and using potential sales leads effectively, including lead generation, capture, distribution, and nurturing. Technology is increasingly used to share and distribute leads. Lead scoring determines which leads are useful, and salespeople reach out to them through tracking and nurturing to close a sale.
Lead management is a means by which a business generates and uses potential sales leads as effectively as possible, in an effort to produce more sales. This type of management can include different employees and methodologies, including senior management and sales personnel. While different systems may be used, successful lead management often involves several steps and processes, including lead generation advertising, lead capture and integration, lead distribution, and lead nurturing. Lead management has recently also involved various forms of technology, particularly in the sharing and distribution of leads within and between companies.
The term “lead management” refers to sales leads, which are the contact information for potential customers available to a business. This information can be gathered in a variety of ways, and generating leads through advertising, advertising, and “cold calling” is often the first step in lead management. When prospects respond, information about them is logged and used to capture leads, and this information is then included as part of a lead list during lead integration. These methods may vary between businesses and the preferences of different company executives.
Once leads have been generated and organized, a process known as lead scoring is typically used to determine which leads are useful. This can include anything from verifying the accuracy of names, addresses and phone numbers to running credit checks on potential lucrative leads to gauge the importance of these customers. Lead management uses this type of lead scoring to deliver better leads with more accurate information to sales people through lead distribution. While this was once done through a “push” method where leads were sent top-down, many companies now use a “pull” method where leads can be requested from a database by staff at sale.
After leads are distributed to sales people, lead management typically involves salespeople reaching out to them. The process from initial contact to closing a sale can vary quite a bit, depending on which selling techniques your sales people prefer. It usually involves lead tracking and nurturing, which refers to the processes of maintaining correct lead information and building a relationship with a lead that can result in a sale. Proper lead management engages numerous levels of employees within a business and effectively impacts the entire revenue process from advertising and marketing to closing a sale.
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