Closed-loop lead management—in which you track leads from your web site or campaign-related landing pages - through closed deal—is merely a fantasy for many companies. Most lack the complete systems and committed practices to implement closed-loop lead management today.

To make effective lead management and lead nurturing a reality, you need a strategy.  As the marketing database from your web efforts gets populated... first, where do these leads go? 

Are they being e-mailed directly to a salesperson for follow-up?

Are they sent first to a response management department for qualification and segmentation?

Are leads going directly into a CRM or Salesforce Automation system with a designated lead source?

The truth is, only a small percentage of your leads will be READY to speak to a salesperson, which justifies the need for leads to remain in Marketing's or a Response Management Team's hands.  Why is it that 70%-90% of marketing leads are NOT followed up on by salespeople?  Because they're too accustomed to being sent leads who are NOT ready to be sold to.

Qualify and segment your leads successfully and find yourself now able to:

Nurture or "incubate" leads throughout a long sales cycle through a curriculum of communications and establish top-of-mind awareness.

Eliminate waste by sending salespeople unqualified COLD leads.

Shorten sales cycles by allowing marketing to communicate value to prospects on a frequent scheduled basis.

Close the loop, determine conversions rates, cost-per-lead, and ROI.