The purpose of the Sales Lead Management Procedure is to define a process for acquiring sales leads, managing them in a timely manner, and moving them through your company’s sales pipeline. The Sales Lead Management Procedure cultivates long term relationships with actual and potential customers, increasing the likelihood of successful closes.

The Sales Lead Management Procedure pertains to the marketing, sales, and customer service departments. (18 pages, 2953 words)

Sales Lead Management Responsibilities:

The Marketing Manager is responsible for developing the Lead Management Plan, analyzing the performance (suitability) of the Plan, and revising the Plan, as needed. The Marketing Manager is also responsible for ensuring that leads are acquired, developed, and acted on appropriately and in a timely manner. The Marketing Manager is responsible for implementing the Lead Management Plan.

The CEO is responsible for approval of the Lead Management Plan.

Sales Lead Management Definitions:

Buy-in – Process whereby stakeholders come to see the goals of an organizational or change effort as their own; a key component in successfully effecting change.

Close – (v.) Complete a business deal, negotiation, or agreement. (n.) Completion of a sales transaction, signified by receipt of a purchase order.

Conversion – Event that results in a transformation (e.g., from lead to customer); conversions are measured in order to judge effectiveness and return on investment.

Customer profile – Data that describe a “typical” customer of the company (e.g., type of organization, size, location). A customer profile enables the company to monitor its customer base over time, which can help the company develop other products for the same sector and/or help develop new and different strategies for selling the same products to new target markets.

Customer relationship management (CRM) – All interactions the company has with potential and actual customers (including methodologies, software, and Internet capabilities) that help it manage customer relationships in an organized way; usually includes storing customer information in a database and using the information to improve/enhance the customer experience.