The Politics of Lead Management

... "Just give me the leads who are ready to buy" says Sales.
... "Just let me know the outcomes of leads so I can find you more" says Marketing.

Sound familiar?

I imagine even in the streets of ancient Roman trading areas there was a similar sentiment.
I’ve thought long and hard about the ultimate solution to this conflict, and here’s what I’ve conjured up having observed this for years. You have to have buy-in from top management and you have to have a real understanding of what lead management is and what it can do.

I wish I could promote the sheer adoption of marketing automation technologies as the way to satisfy the appetites of both Sales and Marketing's "Hatfields and McCoys" sniping, but I honestly can't. To really put the argument to rest, you have to get the blessing from top management. I mean C-level management who really believe in the importance of lead generation, prompt lead follow-up and reporting outcomes to enable ROI analysis.

There are many marketing and lead management technologies out there ­ ours is NitroMojo ­ but if there isn't a commitment to embrace its value as a corporate asset and to really promote its USE as a condition of employment, a company will be flushing cash down the drain.

Read the rest of the article on the MillerPierce website here.