Management of leads has to lead clients to purchase. At the same time for effective management of cross-functional teams, business process has to be formalized. To achieve good results in the management of the relationship with clients, the business processes have to be reconsidered and be adjusted constantly to specifics of concrete products and services — it guarantees that at any time your company uses the most effective instruments of work with leads. And you can find instruments here www.bpmonline.com/crm/lead-management-software.
Management of relationship with clients
In work with leads there are several stages:
—lead generation;
— cultivation;
— transfer to the transaction.
Lead generation
For adjusting interoperation with potential clients various marketing channels can be used. These channels differ both in the structure of cost and in the ability to reach clients and to draw their attention. The channel, in this case, is meant as a format of interoperation with the audience which is considered as the perspective from the point of view of the involvement of new clients. Among traditional direct channels of lead generation, it is possible to mention contextual text and banner Internet advertising, post-e-mails-mailings, placement of direct references on popular web resources, participation in exhibitions and conferences, etc.
To provide effective management of leads, it is necessary to build process which will lead the client to purchase. As many people can be involved in this process, rules for the management of the cross-functional teams of employees have to be formalized.
For the purpose of the increase in efficiency process of management of leads has to be reconsidered and be adjusted to the specifics of the realized products and services regularly. Under each sales channel, under each product, it is necessary to build business process correctly.
One more important task is a qualification of leads. All companies during the work with leads face such problems:
— the crossing of information on leads;
— chaotic distribution of leads;
— a significant amount of the duplicated information;
— impossibility to estimate the overall performance of sales managers.
To assure Customer Relationship Management System worked, it is necessary to carry out the qualification of leads.

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