Optimize Lead Management to Align Sales and Marketing

Today’s marketers are under mounting pressure to demonstrate the direct connection between marketing programs and sales impact. Measuring return on marketing investment is notoriously hard to do. Marketers need to show a positive link between outreach activities and bottom-line metrics such as new customer acquisition and sales revenue. But for many companies, deficient lead management practices keep getting in the way. The landscape of business-to-business marketing has profoundly changed.

 Marketers face the formidable challenge of tracking leads from an ever-expanding array of channels in an increasingly complex purchase-decision process. In the past, marketing teams focused largely on raising brand awareness through creative work, but this is no longer true. Marketing departments now must be able to show—proof-positive—that their efforts directly contribute to new leads, customer acquisitions, sales, and revenue growth.

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