Lead Life Cycle Optimization: 2008 Analysis

Lead Life Cycle Optimization: 2008 Analysis

Marketing Effectiveness White Paper Series



Lead Life Cycle Optimization:
2008 Analysis
Complements of:
Jim Dickie ? Barry Trailer Partner, CSO Insights Partner, CSO Insights Boulder, CO Corte Madera, CA
Lead Life Cycle Optimization: 2008 Analysis
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Lead Life Cycle Optimization: 2008 Analysis
Contents Executive Summary ......................................................................................................1 Selling More Important than Awareness .....................................................................3 Web-based Marketing Becoming More Important.......................................................4 Use of Lead Management Systems Increases to 50% ................................................5 The Other 50% Using Low-Tech or No-Tech ...............................................................6 No Clear Consensus on When to Pass Leads on to Sales.........................................7 Lead Scoring Gaining More Support ...........................................................................8 Scoring is Helping Turn Leads to Opportunities, to Sales.........................................9 Lead Nurturing Strategies Leaving Holes..................................................................10 Marketing Measuring Success Based on Revenue...................................................11 Marketing ROIs Coming in Many Flavors ..................................................................12 Marketing and Sales Disagree on Source of Leads that Close................................13 Marketing Rates their Performance Positively, Sales Doesn't Agree......................14 Going Forward Recommendations ............................................................................15
Lead Life Cycle Optimization: 2008 Analysis
EXECUTIVE SUMMARY As part of CSO Insights' 2008 Sales Performance Optimization, study released earlier this year, when we asked sales executives to share what their top priorities were, number one on their list was enhancing lead generation programs. This prompted us to start to dive deeper into what approaches firms were using to accomplish this objective, and through a series of benchmarking interviews we began to surface examples of how companies were more effectively leveraging process and technology to increase the quantity and quality of their leads. Based on this feedback, we decided to take things further and conduct a study acr... [download for more]