Why Read This Guide?
For organizations marketing and selling in the channel, lead management is a crucial business function, bridging marketing and sales through a combination of people, process and automation. However, many lead management programs fail because they are organized around the needs of the vendor rather than the needs of the vendor’s partner base. Helping partners achieve profitability and protecting partners’ interest should be the core drivers of any lead management effort. This guidebook helps you understand common mistakes organizations make in developing a lead management program, providing succinct advice based on years of hard-won experience working with vendors of every size and in every industry. If you are ready to take a more systematic approach to your lead management program, read this guidebook. It begins with a comprehensive overview of lead management in the channel marketing ecosystem, and then discusses a variety of effective strategies and approaches based on different product/solution types. The guidebook also explains the entire process of automating your lead management workflow and connecting to a CRM system.