Companies continue to struggle with effective lead generation and lead management according to a new report, "Best Practices in Lead Development," by SiriusDecisions and KnowledgeStorm.
The study found that, 58% of polled executives rated their marketing department's lead development capabilities as "fair" or "poor." Those that rated their lead development efforts as excellent had the following attributes:
- Solid sales and marketing collaboration
- Clear lead definitions
- Effective lead management
Marketers can certainly do a better job with the execution aspects of lead generation but they can't do it alone. I've found that the frequency and quality of communication between sales and marketing is the most important factor to drive better lead generation ROI.
This research confirms three out of my seven lead generation tips
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