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To Drive the Best Results in Inside Sales Lead Management, You Need to Understand Marketing ROI

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To Drive the Best Results in Inside Sales Lead Management, You Need to Understand Marketing ROI
 
April 14, 2015

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  By Susan J. Campbell, TMCnet Contributing Editor
 


When running a successful business, you need to track data and information. You need to know if the systems you put in place are performing; whether or not employees are meeting expectations; if your sales goals are being met; and the effectiveness of your marketing campaigns. Measurement is also the key to successful sales lead management, but it starts with understanding your marketing return on investment (ROI).


A recent Entrepreneur article by Tiffany Monhollon highlighted five signs that you need to start tracking your marketing ROI. One of her first points references the marketing report. If you’re responsible for sales lead management and you don’t understand the information on the marketing report or why it matters, that’s an issue. It’s easy to get distracted by the vanity metrics and lose focus of the information that truly matters.

In your industry, it’s critical that you’re able to tie produced metrics such as calls and visits to deeper information – such as turning those contacts into customers. It may make sense to invest in lead conversion software to help you more accurately track insights and understand what marketing resources are actually driving contacts and leads that your team is able to effectively close.

If you don’t know which leads are actually converting to closed business, this is another area that needs investigation. Effective inside sales lead management means that you’re able to take a prospect from the level of interest to the level of new customer. The ability to connect the dots from your marketing efforts to your inside sales lead management shows that you can clearly capture how marketing is boosting the bottom line and driving new customers for your organization.

The professional who’s relying on Post-it notes and good old-fashioned memory is also one at risk of not knowing marketing ROI. When the business was small and you didn’t have much going on, these methods were probably useful and kept your expenses down. As you grow, however, the investment in solutions that help you track marketing ROI, inside sales lead management and customer conversions is a smart move.

The point is, regardless of the industry in which you are competing, you need to know where to make the necessary investments to drive the desired results. If you don’t understand the reports, you’re not sure what to track or you simply rely on too many outdated methods, it’s time to do something different. Put the right solution in place to track your activities and watch the positive results start to mount. 




Edited by Rory J. Thompson

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