Gartner Research

How to Align Marketing, Sales and Technology for Successful Lead Management

Published: 31 May 2017

ID: G00328956

Analyst(s): Adam Sarner

Summary

Marketing leaders can disagree with sales when defining and prioritizing leads. Hot leads grow cold, and promising leads aren't nurtured. Use these four best practices to add structure to your lead management program, and to strengthen internal collaborations that generate business growth.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Step 1: Conduct a Marketing and Sales Workshop to Define the Lead Management Process
    • Set Your Objectives, Actions and Timeline
    • Define the Workshop Agenda
    • Define and Prioritize Leads
  • Step 2: Convert Workshop Results Into an RFP
  • Step 3: Collaborate With Sales to Evaluate Vendor Proposals
  • Step 4: Conduct a Pilot Project
  • What to Do Next

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