19 Jul

Connecting the Dots Between Lead Generation, Sales and CRM

Integrate lead generation, sales and CRM to gain higher returns

For certain, I’m not a crystal gazer; but looking into the past? Sure, I’ve done that. Don’t we all from time to time? Actually, in business, everyone stands to gain from a periodic retrospective – review, analyze and soldier on! From a collective business world standpoint, a review of B2B sales and marketing in the past decade reveals a shift in business strategy. An interesting observation is the conscious effort to align sales and marketing objectives and functions for better results.

Even if you have a Strategic Marketing Services company that’s taking care of B2B lead generation and management, your sales team should work closely with them in lead follow-up, functional visibility and performance analysis. Business effectiveness and success depends on open communication and collective efforts towards common goals.

If organizations are committed to increasing momentum they must be willing to restructure and reorganize. Lead generation, sales and CRM can no longer work in isolation. It would be like having your fingers trying to accomplish tasks individually.

So how do lead generation, sales and CRM all come together?

Take lead generation, CRM and sales to the bowling alley!: When you want a business plan that delivers knock-out results, you’ve got to have all the pins lined up strategically. One strong collaborative arm that combines the force of lead generations, sales and CRM can hit the strike to get you to the win. All teams must work together end-to-end to improve sales results. Think about it, there will be no need for CRM if lead generation doesn’t pan out!
Connect the dots: Is your business model helping or hurting your business? Marketing, sales and customer relations cannot function as islands. Understanding objectives and metrics, and pooling resources will reduce cost per lead.
Fast forward to activity-based metrics: Marketing Performance Measurement and Management (MPM) links marketing to sales/business outcomes. Using activity-based analytics to measure and optimize spending for B2b lead generation, CRM and ROI helps make faster and better business decisions. Sales and marketing teams working together can share performance results and improve effectiveness. Thinking about changing business focus from tactical to strategic? Now is the time.

Share your views on integrating lead generation, sales and CRM. I look forward to your comments on this blog.

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