Sales and marketing are joined at the hip. Think of marketing as the big umbrella under which sales, advertising and public relations all fall. Advertising and public relations can be organized and managed. It’s salespeople who typically are the wild cards in the marketing mix.
Salespeople are by nature extroverted and inclined to be persuasive and persistent in order to close the deal. Yet, some of my clients have spent tens of thousands of dollars on fancy Customer Relations Management (CRM) systems, only to have their salespeople enter inferior prospect data – or none at all. Sloppy data-collection is a waste of very expensive technology.
Here are some steps for managing leads:
Data is a moving target, so it’s incredibly difficult – but critical – to keep prospect information complete and current. Only then can you market to your Hot, Warm and Cold prospects with unique messaging designed to appeal to each market.
Help your sales force understand that accurate data and efficient handling of leads will make a positive difference in your marketing program. And that will make a positive difference in everyone’s bottom line.
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