What is Lead Management?
Lead management involves identifying, tracking, evaluating, nurturing, and managing sales leads from the point of lead generation through to the sales team handoff / conversion. It uses lead scoring to track leads’ behaviors and web activities. The process generates revenue throughout the process, from capturing, responding, and managing incoming leads through the buying process. The lead management system also provides marketer information to determine how far in the pipeline a sales-ready lead (handed off to sales) remains before it is converted into a sale, or conversely, drops out of the process. Revenue from closed sales automatically update the lead management system so marketers are provided with current ROI reporting on their campaigns.