Lead Management

Aligning Sales and Marketing.

Lead management bridges the gap between marketing and sales. In the past, a company’s marketing team was responsible for establishing the initial contact with potential customers. This role also included the task of communicating the company’s brand. Since then, pressure on Marketing has increased. The aim now is to be able to quantify the contribution Marketing makes to the company’s success (= sales and gross yield) and to support Sales in identifying potential buyers.
 

Lead management provides a transparent process and methods to make this contribution measurable. The goal of a holistic lead management process is to convert potential buyers from stage to stage. Lead management requires the right investment in the right tools. Software platforms that link online marketing with personal customer contact are becoming increasingly important in this respect. These tools provide the functions needed to transform a company’s own website into its No. 1 “showroom”. Using intelligent analysis, these tools make it possible to observe and evaluate the visitor (buyer) so that Sales will encounter a high readiness to buy when they establish personal contact at a later stage.

DemandGen supports companies by implementing and integration leads management systems.