Get Some Sleep, You Can Prove ROI in the Morning: Sales Lead Management Association

Sales Lead Management Association

Search:

Call us: 415-521-4278

Connect with us:

HOME
About
Blog
Podcasts
- 9:00 Inside Inside Sales
- 9:30 Market Dominance Guys
- 10:00 WVUMC Today
- 10:30 Revenue Rebels
- 10:30 SLMA Radio
- 11:00 Funnel Radio
- 11:30 Sales Pipeline Radio
- 9:30 Asher Strategies Radio
- 12:00 The Practical CMO
- 12:00 Lead(er) Generation
- Rooted in Revenue
- Funnel Radio
Lead Gen
Resources
Articles
Buyer's Guide
Contact Us

Facebook Twitter Google+ Reddit LinkedIN Follow The SLMA

Get Some Sleep, You Can Prove ROI in the Morning

Bill Nussey, CEO, Silverpop | Articles > From the section: ROI Reporting

November, 06, 2014 |

In last month's B2B Insight survey we asked you, "What part of lead management keeps you up at night?" It wasn't too surprising, given the current "prove your worth" marketing environment, that 35 percent said that clearly demonstrating the return on investment of your lead-management programs is a concern. Other responses included:

Lead nurturing: 30%
Lead scoring: 20%
Demand generation: 15%

Proving ROI has never been the simplest of tasks for marketers. The ability to follow a lead through the pipeline to close requires a tight integration between your marketing solution and a CRM solution like Salesforce.com. Sophisticated lead-management solutions can ensure cross-organizational data consistency that not only creates sales and marketing alignment but can also accurately measure marketing campaign ROI. The visibility that integrated marketing and CRM solutions provide helps you not only prove ROI but also better evaluate marketing approaches that drive revenue.

Simply put, proving the ROI of lead management isn't as difficult as you may think. I'd like to invite you to share the strategies and tactics you've found most beneficial. Send your responses to [email protected]. And tell us what you think about multichannel marketing by responding to this month's poll below.

Cheers,

Bill Nussey

P.S. For more tips on proving ROI, please check out our white paper, "Show How Marketing Makes Money: A 5-Step Plan for Proving ROI."

ABOUT THE AUTHOR

Bill Nussey has 20 years of experience as a chief executive for technology companies. Previously, Nussey was president and CEO of iXL Inc., a publicly traded e-business consulting firm. During his tenure, iXL executed its initial public offering, grew revenues from $10 million to $120 million per quarter and served multiple Fortune 500 customers including General Electric, JP Morgan and Delta.

Prior to iXL, Nussey was an investment professional with Greylock, where he worked on investments including DoubleClick, MediaMetrix and iXL. Before Greylock, Nussey was the co-founder and CEO of Da Vinci Systems. When he sold the company to ON Technologies in 1994, Da Vinci was the third most widely used email product in the world with more than 3 million customers in 45 countries.

Silverpop's Engagement Marketing suite of Web-based solutions enables companies worldwide to build relationships with customers and prospects through the creation, automation and delivery of relevant online messaging.

Companies rely on the Silverpop Engage platform to create and manage multichannel marketing campaigns that reach millions of individuals—one at a time—enhancing lifetime customer value and brand loyalty. Silverpop's Engage B2B marketing automation platform seamlessly scores sales leads, nurtures them through the pipeline and measures campaign return on investment.

Lola - keep track of your travel expenses