Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

The Importance of Nurturing

Posted on: 11 March '11

In my last blog entitled “A fresh look at metrics and the marketing funnel,” I wrote about the nonlinear approach that many prospects take in getting to know our companies; and how difficult it has become to determine lead sources in the sales process when they eventually become clients. After all, ‘if I can measure it I can manage it’ – and many marketers like me have a burning desire to figure out the ROI of all of our marketing campaigns.

Equally important is to have a clear understanding between sales and marketing teams on what to do with those leads before they enter the sales process; i.e. before they become sales qualified leads. Here, I am defining a sales qualified lead as one in which a specific opportunity and commercial amount has been identified.

The stage between a lead being identified by marketing and becoming a sales qualified lead is often longer than the sales cycle itself. But often unqualified leads are left in this “no-man’s land” stage without clear ownership and a strategy on how to progress it further towards closure.

I think marketing should own the lead nurturing stage, but it comes at a price: a change in mindset. In order for marketers to focus more on lead nurturing, they need to give up some focus on lead generation and refocus on revenue instead. This requires entire demand generation processes to be reevaluated to bridge the process gap and make the direct connection to revenue. In other words, moving away from activity-based metrics to outcome based activity, something I wrote about in a December 2010 blog entitled “Outcome Based Marketing: Who’s Doing It?

I’m not suggesting that building a world-class brand or lead generation process is not important activities for marketers, today or in the future. But marketers would greatly benefit from taking a leadership position by using nurturing marketing activities to focus on revenue.

Does anyone have successful nurturing best practices that they care to share?

  • sunil jogdeo

    Sorry for attending it too late. One of the simplest and finest content. ROI of each campaign is the take for me alongwith `nurturing`.