Following the clues to a successful sale

One of the common traps into which Marketing often falls is to treat a lead as a one-off event in isolation to anything that has gone before or after. This results in every response from a given individual being treated as a new lead, rather than as a package of interest in a company’s products and services.

But leads are like clues in a detective story. In a criminal investigation, Police are often said to be “following multiple lines of enquiry” – in other words, following-up on leads. These leads, or clues, whilst separate from each other, may all point to the same end result. In our case, this is a successful sale, but by themselves each clue may not be enough to solve the mystery. Whitepaper downloads and webinar attendances may not mean much by themselves, but put together they point to an interest in a specific solution or a particularly pressing need.

This is where good lead management becomes crucial, and where so many software solutions fall short. Many systems treat leads as separate, unrelated events and make no effort to tie them all together and present the evidence as a whole. It’s little wonder then that Sales are driven to distraction with a stream of seemingly trivial clues, whilst not being able to see the big picture. At the same time, vital evidence is overlooked – leads go to waste without being followed-up.

We owe it to ourselves to recognise the short-comings of the tools we have available and address these problems. Otherwise, marketing investment will continue to go to waste and fail to deliver the results expected.

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