Lead Lifecycle Management: Building a Pipeline that Never Leaks

Over 80% of B2B organizations struggle with a lack of synergy between the sales and marketing functions. This misalignment leads to lost revenue opportunities and leaks in the pipeline. In fact, in the November 2008 study, “Lead Nurturing: The Secret to Successful Lead Generation,” Aberdeen surveyed 213 organizations and found that on average 16% of the total leads that are deemed “sales-ready opportunities” actually close. That’s a fairly alarming number. The difference between a successful company and a mediocre company lies in how the remaining 84% of already qualified opportunities are handled. These are real opportunities that have a good chance of closing, but without processes to nurture and retain these prospects, it’s easy for unrecognized revenue to slip through the pipeline.

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