Lead management is both a methodology and capability. Let’s begin by establishing a working definition of lead management. As the marketing operations organization, you need to lead the definition of lead management and then orchestrate a cross-functional set of processes, data and systems to be successful. The perception of what lead management is, informs how execution is done.
#IS CRITICAL OPS CROSS PLATFORM SERIES#
So, brush up on your communication, collaboration and leadership skills!Įxecute: Most marketers treat lead management as a series of ad-hoc, poorly coordinated marketing activities rather than an intentional, cross-functional business practice.
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For all affected stakeholders in the lead management process, beginning with a common vision and specific benefits for each group requires leadership from marketing operations. It involves new actions, new behaviors, new processes and new technology. Leadership: Lead management done well IS a change management initiative. Marketing operations are perfectly positioned to change this perception. To build a successful lead management process that results in revenue, perceptions of lead management in terms of what it is and how it creates business value must be re-oriented and embraced. Lead management is a cross-functional initiative encompassing the entire customer life cycle. If this is the perception, I can guarantee a rough road to implementation at best and a failed project at worst. Perception: Lead management is NOT a marketing only initiative to create new leads. The role of marketing operations in perception, leadership and execution To build this essential process, marketing operations must change perceptions, provide leadership for change and execute with precision. With this charter, marketing operations must embrace, drive and optimize an end-to-end lead management process. Their charter is to enable marketing achievement of revenue goals. Today’s marketing operations organization is about more than implementing and optimizing the right technology and ensuring data quality. As a result, the time, money and effort applied to generate sales-ready leads are often much more impressive than the actual revenue results realized from this activity.įrom a marketing operations perspective, this common scenario represents a massive failure. How frustrating is it for marketing that 50 to 70 percent of leads sent from marketing to sales never receive sales follow-up? This is a well-researched statistic that has not improved for the last five years.