A CEO of a software vendor I once worked for once said, when discussing Lead Generation: “Until we get an order, all we’ve done is spend money”. On the face of it, that seems like a pessimistic view, but actually it is very insightful. Every lead is a cost centre that only ceases to be so when it is turned into revenue. If this view is truly embraced by an organisation, the end-to-end process from selecting target data, generating the lead through to pitching and winning the business becomes much more strategic. And if you get the fundamentals right, you can enjoy a much better return not just on your marketing investment but on your sales investment too, whilst competitors are left chasing their tails.
Posted January 23, 2013
& filed under Lead Generation