Lead Management: What is it and how to implement it?
Posted: Sat Jan 25, 2025 9:17 am
A lead is a potential client who has shown interest in one of our products or services and has given us some contact information, such as an email or phone number. All these prospects must be managed, and this is what is called Lead Management.
This is a methodology that addresses the process of reaching potential customers, obtaining their data and channeling it towards the Marketing or Sales areas so that they can nurture those that are still cold (Marketing) and close deals with mature leads (Sales).
Doing it correctly and working as a team to continuously optimize the process is essential for the company to achieve its commercial objectives. It also provides a competitive advantage since whoever manages their prospects best, has more opportunities to keep the best clients. To do this, it is necessary to consider:
Lead Management requires the union of people, processes and technology, which are aligned to hr directors email list achieve tangible and measurable business results.
It involves the areas of Operations, Marketing, Sales and sometimes IT.
It takes into account not only prospects but also current customers.
So let's get to the point: How can I apply the Lead Management methodology? Below we detail six activities to consider:
Establish metrics, track and report : If we can't measure it, we can't optimize it. Therefore, it is necessary to establish KPIs that allow us to track the effectiveness of marketing actions, the efficiency of lead nurturing and contact processes, as well as sales completion and revenue generation. By establishing what we need to measure according to the strategy we are targeting, we will be able to track the correct indicators, take improvement actions when necessary and report periodic performance. This will also help to visualize how the marketing strategy is directly impacting revenue and business growth.
Define what a lead is : Yes, we know in general terms what it is, but are you clear on who can be considered a lead for your company? Together with the Sales area, carefully define the Buyer Personas and agree on the profiles of greatest interest to the business.
Marketing must ensure that it has the correct tools to manage and qualify these leads (CRM and automation, for example), pass them on to Sales only when they are qualified (SQL) and subsequently, analyze what happened to the derived prospects, follow up on the results based on the defined parameters and make the appropriate adjustments on the fly.
This is a methodology that addresses the process of reaching potential customers, obtaining their data and channeling it towards the Marketing or Sales areas so that they can nurture those that are still cold (Marketing) and close deals with mature leads (Sales).
Doing it correctly and working as a team to continuously optimize the process is essential for the company to achieve its commercial objectives. It also provides a competitive advantage since whoever manages their prospects best, has more opportunities to keep the best clients. To do this, it is necessary to consider:
Lead Management requires the union of people, processes and technology, which are aligned to hr directors email list achieve tangible and measurable business results.
It involves the areas of Operations, Marketing, Sales and sometimes IT.
It takes into account not only prospects but also current customers.
So let's get to the point: How can I apply the Lead Management methodology? Below we detail six activities to consider:
Establish metrics, track and report : If we can't measure it, we can't optimize it. Therefore, it is necessary to establish KPIs that allow us to track the effectiveness of marketing actions, the efficiency of lead nurturing and contact processes, as well as sales completion and revenue generation. By establishing what we need to measure according to the strategy we are targeting, we will be able to track the correct indicators, take improvement actions when necessary and report periodic performance. This will also help to visualize how the marketing strategy is directly impacting revenue and business growth.
Define what a lead is : Yes, we know in general terms what it is, but are you clear on who can be considered a lead for your company? Together with the Sales area, carefully define the Buyer Personas and agree on the profiles of greatest interest to the business.
Marketing must ensure that it has the correct tools to manage and qualify these leads (CRM and automation, for example), pass them on to Sales only when they are qualified (SQL) and subsequently, analyze what happened to the derived prospects, follow up on the results based on the defined parameters and make the appropriate adjustments on the fly.