TAKE THE LEAD

How often have we heard that phrase in a speech, movie or song?  In the digital marketing world, we hear it most often used with CRM, particularly when it comes to lead management.  Why is this important?

CRM lead management, along with analytics and content, are vital to a company identifying and attracting new customers and business.  Whether a marketing department has a system in place or is looking to improve its existing system, here are some key things to consider.

FIRST CHALLENGE

For many companies, the first challenge may be a surprise.  It’s internal. Marketing and sales are often not together on this.  Why? Marketing’s mission is to attract new customers while sales is to close the deal.   Sales, however, is sometimes accused of driving new customers away. When the latter occurs, the reason is not so much that didn’t know how to close the deal, but more because sales didn’t quite understand their potential new customer.

Both teams need to better support one another.  How? The simplest way to achieve greater success is to work better together which is what every management book says.  But working together means more than marketing handing over a list of new customers to sales. It means interpreting the data and arming sales with deeper information and a better understanding of its potential customers.

SECOND CHALLENGE

What’s extremely helpful is having a program that removes all or most of the guesswork.  All programs identify leads but one that can also prioritize them via predictive and/or behavioral scoring is invaluable.  Not only will such a program help the sales department land purchases more quickly, but it can also eliminate wasted time on prospects who aren’t as qualified. 

WHAT ABOUT NEW MARKETS?

Predictive scoring can be particularly valuable here.  A good program will compare the known characteristics of present customers against those a company believes their potential customers have.  That data can help direct a company to where and to whom it should target its resources and marketing efforts.

One of the biggest challenges is new markets is not giving in too early.  In spite of good data and help from predictive scoring, gaining a foothold in a new market can still take a while.   Don’t give up too soon.

The other important aspect to any market, but particularly a new one, is tracking and analyzing data frequently.  This allows companies that see trends or shifts I customer behavior to make adjustments in a timelier manner. Sales can also be helpful here by providing valuable feedback on how customers are responding and what they’re saying. 

Share the results of success, small and large, with both the marketing and sales teams.  Also be sure to include valuable lessons learned that might be applied in the future. 

Last, but certainly not least.  As always, be sure to honor and steward customers so they feel valued.  The new ones gained will appreciate this. This helps greatly in building customer loyalty.  Continue asking for and seeking comments. Great reviews and comments have the best credibility among potential consumers, especially new website visitors.

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