How to Make Your B2B Lead Management Program Fail – Part 7

Jeff Cleary  |  Managing Director

January 31, 2017
 

Mistake #1: You set the wrong business goals

Mistake #2: Your content does not reflect an understanding of the buyer’s journey

Mistake #3: You treat all inquiries alike  

Mistake #4: You’re not getting sales force buy-in

Mistake #5: You let the existing infrastructure compromise your process 

Mistake #6: You fail to establish a marketing dashboard 

Congratulations! Your lead management program has been established. You’ve set the right business goals, written business rules, developed customer journey-focused content, implemented a process for handling inquiries, gotten sales force buy-in, and convinced the IT department to adapt the existing infrastructure to accommodate your program. Your CEO is delighted.

Now, lean back in your office chair, clasp your hands behind your head, and relax with a cup of coffee as you admire the colorful pie charts adorning your marketing dashboard. Your work is done.

WRONG!

Mistake #7: You assume that your program is completed at launch

Your lead management system is not “set it and forget it.” It is a living, breathing process. You should be looking constantly for ways to optimize. You now have a feedback loop. Not a scorecard. The process is about the people who participate in it, not the automation behind it. The reason you have a dashboard is to identify what’s working and what’s not so you can be smart about the midcourse corrections.

You should be tracking your KPIs constantly and using the info to improve.

A properly developed lead management system has many moving parts that will need to be tested and adjusted, particularly in the early stages of deployment. But I promise you, the rewards will be well worth it.

Need some help getting your system off the ground? Or are you ready to do some analytics and predictive modeling? Give me a call at 585.453.8309 or email me at: jcleary@catalystinc.com. We’ve helped companies like Xerox, Pitney Bowes, Canon, Heraeus, ACI Worldwide, Bobst, and dozens of others drive sales for over a quarter century.

Thanks for reading.


Jeff Cleary |  Managing Director
Jeff, a University of Massachusetts grad, worked for others for many years. In 1990, Jeff teamed up with Mike Osborn to form Catalyst. Smart move. In his role as managing director, he continually strives to meet and exceed client expectations as well as his employees’, always ensuring a positive, productive workplace.

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