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Adapting the Lead Management Process

In: Driving Demand

Author

Listed:
  • Carlos Hidalgo

Abstract

In a 2010 survey Frost & Sullivan asked B2B marketers what their top obstacles were in getting the most from their marketing automation systems; the top answer was “We do not have the right processes.”1 Fast-forward to 2015, and we find that many organizations are still struggling with changing their lead management process. As a result, they are also struggling to take advantage of increased demand generation budgets and marketing automation. Having a defined lead management process is the ingredient that binds together content strategy and organizational structure and allows better use of technology.

Suggested Citation

  • Carlos Hidalgo, 2015. "Adapting the Lead Management Process," Palgrave Macmillan Books, in: Driving Demand, chapter 0, pages 91-104, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-52680-9_7
    DOI: 10.1057/9781137526809_7
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