Boosting Marketing and Sales Automation’s Effectiveness: Strategies to Increase Lead Quality

The objective of lead management is to find the optimal balance between quantity and quality of leads passed on from marketing to sales to maximize sales conversions. Even though most companies use Marketing & Sales Automation (MSA) to increase the effectiveness and efficiency of their lead management, in many cases they end up with either too many low-quality or not enough leads passed on to sales. In the first case, this results in sales being spammed, leaving them having to follow up on too many leads that they are not able to turn into customers and, thus, wasting their time. The latter will lead to a low return on investment and doubts about the effectiveness of marketing’s activities. Both will quickly result in the non-acceptance of MSA and undermine its success. Therefore, implementing strategies to improve the quality of leads passed from marketing to sales is of crucial importance for any company following a lead management approach with MSA. This article provides some simple but very effective best practices to systematically increase lead quality.