Bottom line: marketing is
Wednesday, September 8th, 2010Bottom line: marketing is making budgeting decisions every year based on very limited and misguided information.
My recommendation to this company — and something I?d urge you to consider if you haven?t already — was to develop a much broader lead source classification system. I recommended they develop methods and rules for classifying leads. Rules and definitions that made sense to everyone (including the accounting department), and provided marketing the information they need to make better decisions.
**4 Steps to Improving Source Tracking**
Here are some suggestions on how you can improve the tracking of your lead sources:
* Hold a meeting. Make sure to include at least one account executive or outside rep in the discussion, besides your telesales/inside sales team. They may help provide a different perspective on source definitions.
* Brainstorm a list of every possible lead source you can think of. Don?t judge any suggestion yet. At this point you?re simply trying to generate a thorough list of possible sources.
* Narrow the list down to a manageable number of categories. For example, if you typically exhibit at both, trade shows and conventions, you may decide to combine these categories into ?trade exhibits?.
* Agree on the rules for classifying inquiries.
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