Lead generation management 'crucial' to success

Managing lead generation is key to increasing client numbers, an expert has advised.

Speaking to Marketingprofs.com, Jim Lenskold of the Lenskold Group explained that the relationship between a sales and a marketing department is crucial to the success of a marketing campaign.

"The financial success of lead generation marketing is very much dependent on how those leads are managed after the marketing handoff to sales," he told the news source, adding that there is a need to align the two departments in many businesses.

Noting that lead transition needs to be "seamless", he advised firms to make sure their sales department carries out follow-up contact in order to ensure leads are not lost.

In order for this to take place, the capacity of a sales department must be able to meet that of the marketing team, Mr Lenskold suggested, adding that the two must work together to manage handoffs when volumes are exceeding capacity.

Organisations that feel they do not have the necessary resources to carry out a successful lead generation campaign may wish to consider enlisting the services of a specialist firm.

Businesses that are looking to improve their lead generation have also been urged to not underestimate the benefits of telemarketing.

Speaking to techlinks.net recently, industry specialist Stacy Williams noted that phone communication can still play an important role, despite the growth of the internet.

Written by Julian Poulter and Copyright "Selling People 2009"