The Marketing Manager should ensure the development and implementation of a database for managing contacts that are not customers, MT1050-2 LEADS DATABASE is an example. The Leads Database List Template should include the following kinds of information:
- Demographic – Company name, years in business, type of business, product(s), key personnel, etc.
- Geographic – Location, function of each location, etc.
- Economic – Number of employees (overhead), sales volume, credit rating, etc.
- Psychographic/Sociographic – Company interests, beliefs, and culture and how they affect the organization’s buying habits, attitudes, and values.
The Marketing Manager should ensure that all suspects and prospects are entered into the Leads Database and identified accordingly. The Marketing Manager should also ensure that prospects and leads are appropriately assigned and worked in a timely manner in accordance with the Lead Management model. Automated assignment, based on the Lead Management model (e.g., CRM software), is highly recommended.