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

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