Lead generation: a measurement or sales tool?
The desire to generate measurable, qualified leads varies by business marketer as some distribute them to sales personnel and track results, while others use lead generation as a way to simply measure initial campaign tactical performance.
Leads are expensive no matter how they’re generated, issued or closed. It’s gratifying to learn when a tradeshow promotion, Adwords campaign or direct response advertisement generated an acceptable number of qualified leads, especially when they are directed to distributor sales reps or issued to the internal sales team to work. And even more gratifying when those leads turn into sales, as tracked by a CRM system.
The key is each lead must be well managed; generated, qualified, distributed and tracked through to a sale. Cost per lead goals are important and provide good evaluation criteria. Cost per sales figures give marketers the true return on investment data needed to monitor and then judge whether any given effort has worked, and whether or not to do it again.
I urge those charged with lead generation to look beyond the initial number of leads gathered, and instead focus on how those valuable prospective customers can be nurtured and tracked in an effort to generate incremental sales.