When Your Prospect Calls

Donath, Bob; Obermayer, James W.; Dixon, Carolyn K.; Crocker, Richard A.
September 1994
Marketing Management;Fall94, Vol. 3 Issue 2, p26
Intelligently managing sales leads should be a top priority in the marketing plan of every company relying on field sales force selling. It's the first step in database and relationship marketing, the heart of the process of identifying potential new customers. And, it integrates the often fractious relations between corporate sales, marketing, and marketing communications departments. Companies actually have doubled their sales by managing leads better. Business marketers aren't the only ones who benefit from sales lead management. Vendors of considered-purchase products and services need an effective lead system to cope with the blizzard of inquiries arising from the interactive media revolution. INSET: Total Quality Lead-Management Checklist.


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