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CMO Advisory Best Practices Series: Marketing's Lead Management ProcessPublished by: IDC Published: Dec. 22, 2006 - 23 Pages Table of ContentsTable of Contents IDC Opinion In This Study Situation Overview Figure: Current and Future Lead Management Process Effectiveness Marketing's Lead Management Pipeline: The Life of a Lead Figure: Danger Zones and Key Success Factors in the Life of a Lead Birth of a Lead Best Practice Insight Lead Qualification and Nurturing Best Practice Insight Best Practice Case Study: Avaya Figure: Avaya's Country Sales and Marketing Workshop Process Lead Handoff to Sales Best Practice Insight Best Practice Case Study: HP Figure: HP's Closed-Loop Campaign Process Performance Measurement of Marketing's Lead Management Process Performance Measurement Metrics for Marketing's Lead Management Process Figure: Business-to-Business Leads in Technology Companies Figure: HP Field Sales' Marketing and Sales Process Campaign Traceability Future Outlook Essential Guidance Learn More Related Research Appendix: Interview Guide ? 2006 Tech Marketing Best Practices in Lead Management Processes Lead Management Process Performance Measurement Infrastructure Synopsis AbstractThis IDC study provides a framework for evaluating the current pitfalls in marketing's lead management process and highlights best practices and key success factors identified from executive interviews with lead management professionals from 16 leading business-to-business, high-technology companies. (e.g., Avaya, HP and other technology companies) This study also includes applicable findings from IDC's CMO Advisory Practice's annual benchmarking study as well as two IDC roundtables conducted on lead management practices. Across the tech vendor community, approximately 50% of marketing investment is allocated to demand generation, and about one-third of that investment is earmarked to directly support the sales force. New research from IDC shows that for most vendors, this complex and expensive intersection of marketing and sales remains very much a "work in process." However, IDC observes pockets of excellence that are emerging, as executives are starting to come to grips with the escalating costs of selling and marketing in today's tech industry. "Developing and maintaining an efficient and effective lead management process is mandatory for marketing's success in today's technology organization," said Michael Gerard, director, IDC' s CMO Advisory Practice. "With the correct people, process, and infrastructure in place, marketing can better establish its credibility in the organization as well as improve its return on investment. This study provides detailed frameworks, performance metrics, participant anecdotes, and company-specific case studies to guide marketers in improving their lead management process." Get Full Details About This Report >> |
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