The Marketing Manager should identify sales goals, note that information, and estimate how many leads may be needed to satisfy that goal using MT1050-1 LEAD MANAGEMENT PLAN, Section A. The Marketing Manager should formalize the Lead Management Plan Template, in accordance with Section B, and submit the Plan to the CEO for approval. Upon approval of the Plan, the Marketing Manager should direct the Plan’s implementation by Marketing, Sales, and other key Departments.
If performance does not meet expectations – if conversion goals are not reached at any of the various levels, if fewer leads are generated from a particular source than expected, etc. – the Marketing Manager should determine what adjustments to the Lead Management Plan are needed. The Marketing Manager should ensure that adjustments to the Lead Management Plan are tested prior to their implementation. Once adjustments to the Plan are implemented, performance should be monitored and measured. The Marketing Manager should meet quarterly, at a minimum, with Managers of key Departments to review the Lead Management Plan.