Talk to any B2B marketer that has tried and failed to institute a strong lead-management process, and you'll find frustration equal to the task of herding cats. This workbook is filled with tips and exercises that take you step-by-step through the strategy, tactics and implementation of a strong lead-management process. You'll learn the key steps to maximizing the sales lead process and marketing ROI, including:
- Developing a definition of a "qualified lead" that both marketing and sales agree on
- Creating a powerful lead-scoring methodology
- Automating the lead-nurturing process
- Implementing timely lead routing and follow-up by sales
- Measuring marketing effectiveness
