The September CRM/Sales Operations Peer Group dug deep and found best practices in B2B lead and opportunity management.
nfortunately, most products and services do not sell themselves. (I hate when that happens, don’t you?) And so, companies invest heavily in their marketing efforts to generate inquiries from potential customers. A small fraction of inquiries turn into qualified leads, and a small percentage of these into bona fide sales opportunities.
Because of the relatively few qualified leads that typically emerge from marketing efforts, each must be treated like gold. But many organizations struggle with designing and implementing lead- and opportunity-management processes that mine their gold effectively.
At our September 18 meeting, B2B sales and marketing expert and author John M. Coe, President and Founder of the Sales & Marketing Institute, shared a framework for lead-management success drawn from his experience working with many clients. In addition, Barb Bartelt of member company Brady Corporation provided an overview of the company’s lead-management approach and shared learnings gleaned from her experience directing the process as Inside Sales Manager.
Following the presentations, participants discussed their companies’ approaches to lead management and exchanged insights on practices they have found to be effective.
As always, the combined subject-matter expertise and peer collaboration was incredibly effective at solving specific challenges. The presentations and Mediasite recordings contain a number of actionable insights that can benefit your sales efforts whether your business is B2B or B2C. Member company employees can access the files at any time from our Web site.
For more information about any CRM topic, please contact Roger at 608-261-1611 or at arpaulson@wisc.edu.
