All companies are pressured to maximize sales and marketing effectiveness to increase conversions, lead to sales revenue, and top-line revenue growth. As a result, lead generation and management have become top marketing pains for Chief Marketing Officers (CMO). A recent survey conducted by the Aberdeen Group revealed that Best-in-Class companies are 80% more likely than all others to leverage demand generation or lead management technology. As a result, 77% of Best-in-Class companies experience year-over-year improvement in lead-to-sales revenue, compared to 0% of Laggards.
The top objectives causing all organizations to implement a lead management strategy was to improve the quality of leads that are passed on to sales (78%). The need to optimize conversion or profitablity from various sources of leads was also identified by 64% of respondents as a top objective. Best-in-Class companies indicated that they currently utilize customer databases (96%), lead management/demand generation solutions (92%), customer segmentation and targeting (88%), and scoring and prioritization tools (77%) to automate lead management. These enabling technologies help Best-in-Class companies experience a 192% higher average lead qualification rate than all other organizations.
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