U.S. Companies Are Severely Mismanaging Lead Generation

I think most marketers agree that the management of sales leads is critical to generating Return on Marketing Investment.  Sadly, sales leads continue to land on the scrapheap according to a soon to be released report by the Business Performance Management Forum and CMO Council.

The report entitled “Gauging the Cost of What’s Lost,” found that, “an estimated 80% of leads are typically lost, ignored or discarded. Also, 73% of respondents said their company has no process for re-qualifying and revisiting business leads.”

The report concludes that companies must devote, “much more attention to how they target, capture, qualify, manage and track pipeline opportunities within their organizations.” 

This research upsets me because it represents billions of lead generation budget dollars lost in a black hole; squandered opportunities, wasted energy and misallocated resources.  Grrrr.  One marketer said it best, “I know 30% of my lead generation is paying for itself… now I just need to find out which 30%!”

The full report will be made available this week for download at www.bpmforum.org and www.cmocouncil.org

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