Lead Your Leads

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Despite best efforts leads might not translate into real business; so instead of just focussing on quantity of leads, the correct way to do business is to focus on the quality of them.

Channel partners operating in highly competitive technology solutions space invest heavily into generating leads. In the current market scenario there are various sources for lead generation. Some of them are print / electronic / online. In all the elements there are various costs involved like cost of reach, cost of perception, cost of conversion etc.

But unfortunately the connect ratio between the leads generated and actual conversion are very low. Therefore most of the times, the efforts put in to generate leads are not giving required results or output due to various factors. Some of the factors are customer readiness, customer awareness of the product and the confusion on price and offers. But end of the day, the cost spent on lead generation cannot be justified by the marketeer when they look at the results.

EFFECTIVE LEADS

An effective lead generation and its management is the need of the hour. There are many systems, process and

software available in the market to help the marketeer to get the best out of lead generation. Unfortunately most of the system available in the market is up to the level of consumer contact but not to the level of conversion. Lets evaluate a typical case of a lead generation in an IT market. A strategic and tactical online advertisement is placed on a popular website where a visitor clicks and the lead is captured in the database. This database is then sent to the local partners or sales people to follow up. There is no proper software or a system in place to take care of this hence it is left at the purview of the sales personnel to tackle it.


The idea is not to increase the count; partners should emphasize on relevance. Creating productive leads is a smarter decision rather than increasing the count on leads the partner should emphasize on relevance and quality too. Evaluating a lead by using an effective filter would be the first step of lead management. Partners