Departments' must work together' to achieve lead generation

A firm's marketing, lead generation and sales departments must operate together if it is to be successful, an industry expert has stated.

Marketing specialist Bobbi Erdmann told the Beacon News that all three areas must contribute if a company is to grow, something that may be of interest to IT businesses hoping to use lead generation to expand their customer base.

Good marketing plans must not be over-complicated, she told the news source, explaining that it is better to make contact with a smaller number of potential clients and follow up each prospective lead, rather than attempting to reach a large amount at once.

"Marketing should not stand alone. The marketing campaign should not stand alone. Lead generation and sales should not stand alone. All three, when working together, operate like a finely tuned machine," Ms Erdmann said.

And the onset of the recession should not put off firms from attempting to reach new clients, she argued, noting that promotion during a downturn can still be "viable".

One method businesses may wish to consider using during the economic downturn is search engine marketing, as a recent report by Efficient Frontier found that such a technique is offering a significant return on investment during the present financial climate.

Written by Julian Poulter and Copyright "Selling People 2009"