The Importance of Lead Generation
Your success starts with lead generation. Without leads to populate the beginning of your sales process, you can't build a sales pipeline.
And without a sales pipeline you won't have the opportunity to close business. Lead generation is part of demand management.
Demand management encompasses not only the marketing programs that drive leads but also the process and methodology of how they
are managed throughout the sales process. Think of it this way - if you create leads but nothing happens with them when you do; you have
wasted not only money but probably the opportunity to do business with the lead.
Lead Generation focuses on:
- Identifying your target market.
- Acquiring or building a list of contacts within your target market.
- Defining the marketing programs that will reach your targets. Marketing programs can include offers on your Website, email
campaigns, direct mail, telemarketing, and events.
- Executing your marketing programs.
- Securing some form of meeting with your targets.
Demand Management focuses on:
- The lead generation steps identified above.
- The handoff from the lead generation process to the sales process.
- Tracking activity throughout the sales process.
- Managing the sales process.
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