Filling The Pipeline

Oct 24 2011   8:56PM GMT

Why tiramisu could be ruining your lead management

Nasya76 Profile: Nasya76

The other day, I was running over the list of “applications” I had been asked to master in different companies to improve/bring efficiencies/consolidate or any other word you can think of to say “make lead capture, management, and distribution easier.” All told, we’re looking at seven to ten different programs promising a single efficiency. So this is what I have learned: it doesn’t matter what program you have, it’s how you use it. In one of those programs, I was promised nothing short of utopia. This program integrated with…well everything, and allowed one to see the closed loop sales cycle. My head spun with dreams of producing reports that would deliver every detail about a customer’s interaction with us, short of whether they had chosen the turkey or ham hors d’oeuvres at the cocktail party.

What soon became apparent was that our sales professionals had little interest in cataloging their interactions with customers, the program didn’t operate as efficiently as promised with other tools, and we ended up deduping leads by hand. So much for utopia in a box. The key to a great lead management system is what doesn’t come in the box: you. It’s what you put in the tool, how you handle the leads, how you manage the leads. It would be great to know if your customer has a fondness for tiramisu and likes a certain table at Myers + Chang however, it does you no good if that information isn’t acted upon. You can produce 100 reports but, if everyone says “Great information” and goes about their business, it means absolutely nothing. Make your lead management tool work for you. Make information relevant. Decide how you will manage leads before you dump needless information into a leadnmanagement tool. In short, I don’t care for tiramisu and like the table near the bar at Myers + Chang however, I won’t be likely to buy whatever you are selling because of that. Although a fluffy vanilla doughnut from Flour Bakery that is only sold on Sundays could sway my opinion…

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