The most important job of a B2B marketing organization is to fill the lead pipeline. Lead management is the measurable interface between classic marketing actions and sales. Having the proper lead management in place ensures that all actions are consequently aligned with sales. Leaving branding aside for the moment, all marketing actions must be lead-centric to ensure that the sales team is equipped with prospective customers at all times.
Lead management requires a good understanding of the sales process, the targeted market, the customers and their buying behavior. One might say that lead management is part of sales. This might have been true years ago. However, today, and tomorrow, with digitalization becoming a reality, marketing is also responsible for lead-generating channels. Big data coming from online channels is typically not accessible by the sales force in the field. Marketing, together with the back office sales, is responsible for making use of visits, impressions, clicks, downloads, subscriptions, registrations and all other ways a user expresses interest in the company’s services and products.
Lead management is therefore a vital part of every B2B marketing organization – maybe even the most important one. Hands down, what could be a better argument for marketing resources than turnover from marketing qualified leads?