Marketing automation vendors sprout like mushrooms from the ground. The digitization of the communication process offers utterly new possibilities. Those are based on the assessment of customer behaviour – the so-called scoring. But scoring often ends at the lead generation phase. Wrong!
I was asked last week: “Why should we purchase the leadtributor solution if we have a marketing automation system? We are doing lead management already!” The question was a big surprise for me. But somehow the other way not really. The whole topic with marketing and sales digitization has produced incredibly many buzzwords. They are flying through marketing departments one after another: inbound marketing, behavioral marketing, omnichannel marketing, growth hacking, content marketing, marketing automation and lead management – to name just a few.
Do you send leads to your channel partners? Then you know how difficult it is to get information back from them about how their leads are progressing. Which reseller’s doing what? How do things stand at the moment? How much revenue have your channel initiatives generated? Not sure? Then it’s time to introduce professional channel opportunity management (COM).
Come on now, be honest. Are you still sending leads to your resellers by fax or email? Then you know how difficult it is to get feedback on how the lead is progressing. Which reseller’s doing what? How do things stand at the moment? How much revenue have your channel initiatives generated? People who download something from your website, said they were interested in a special offer, visited one of your events or participated in a competition. All the contacts need to be qualified, processed and forwarded to the right salesperson. “Managed”, in other words. But how?