How to Develop a Lead Management Strategy:  A Discussion Guide for Enterprise Marketers

1. How to Develop a Lead
Management Strategy:
A Discussion Guide for Enterprise Marketers
George Scotti

2. Lead Management Model
Lead Planning
and
Generation
Qualify Leads
Distribute
Leads
Nurture Leads
Measure and
Evaluate
Programs

3. 1. Lead Planning & Generation
 Pipeline
 What are your sales goals?
 How many leads do you need?
 How many will close?
 Lead Planning
 What Lists
 What Medium
 Generation
 Direct Mail
 Email
 Exhibits
 Telemarketing
 Emarketing
 Other

4. 2. Lead Qualification
 Develop criteria
 What is a Prospect
 What is a Lead
 Hot Lead
 Warm Lead
 Cold Lead
 Who qualifies and when?
 Telemarketing?
 Online questionnaire?
 Licensing Manager?
 Sales Support?
 Marketing?
 Behavior based?

5. 3. Distribute Leads
 What do we put into CRM?
 The World?
 Prospects?
 Leads?
 Customers?
It’s Important to define what these are!

6. 4. How do we nurture?
 Marketing Communications
 Email
 Direct mail
 Webinars
 Exhibits
 eZines
 Content Marketing
 Sales contact
 End user marketing
 Trials
 When do we contact?
 Based on sales cycle?
 Based on market cycles?
 How often?
 Who do we contact?
 Do we contact everyone or just those that
request it?
 What tools do we use?
 Marketing Automation / Nurturing
 CRM
 Lead Scoring Tools
 Data Warehouse Integration

7. 5. Measure
 What do we measure?
 Lead conversion
 Sales
 Sales Cycle
 ROI
 When?
 What is success?

8. Pulling It All Together:
Marketing Model
Content
Marketing
Drive to
website
Demos
and
forms
Qualify leads
Pass qualified
leads to
CRM
Account
Managers
Lead
Management/
Nurture
Configure,
Price and
Propose
Close
Sale
Measure and
Analyze
Sales Leads
Lead Development Lead Nurture
Marketing Model

9. Thank you
George Scotti
Marketing Executive
www.georgejscottijr.com
georgejscottijr@gmail.com