Lead management is one of the most critical parts of the sales process. These days, almost every company relies on a lead management platform to help streamline the process. However, no matter how good a tool is, it’s only as good as the processes that back it up.
There’s no doubt that automation, and the data collection that underlines it, is the way to go when it comes to lead management. Research conducted by VentureBeat reveals that 80% of companies who automate lead management receive more leads, and 77% report greater conversions.
Automation via platforms such as Conversica (or Conversica’s alternatives) can throw your processes in disarray because there’s a learning curve to them. You’ll need to prepare your team and ensure your tools are in order before going down that path.
Here are 5 lead management best practices that will make sure everything runs smoothly.
Know Your Sales Process Backwards
Creating a lead journey map is a critical step that often gets lost in the rush to automate everything. If you don’t know how your leads are entering your funnel, you won’t know which parts of your process to automate and which ones need a personal touch.
Automation is limited by the technology that underpins it. While it allows you to respond to your leads quickly, it cannot fulfill all of a prospect’s needs. Automate the wrong portion of the journey, and you’ll end up losing leads instead of gaining them.
Create a map of how your leads enter your system, whether it’s through chat or a form. Define how they’ll be followed up with and who is responsible. Consider that the questions a lead asks in the form might dictate how your automation workflow proceeds.
Over time, your map will change, but the key is to define the lead’s journey at all times.