Lead Generation Maturity Model

1. LEAD GENERATION Maturity Model STAGE 4- World-Class STAGE 3 -Mature STAGE 2 - Progressive STAGE1 - Undefined Systems are being used to to their full potential CRM and Marketing Automation are in place and integrated CRM System in place with reasonable rep adoption Metrics: $Revenue, Program ROI, ROMI, CLV No CRM or Marketing Automa- tion System in place Metrics: #opportunities, $pipe- line, cost per acquisition Metrics: #leads, #clicks Lead generation is scalable Metrics: #ads, #impressions Leads are well-defined with agreed-upon definition by both sales & marketing “Leads” are passed to sales but don’t have set criteria Revenue accountability Focus on branding & marcom activities Viewed as Profit-Center Viewed as cost-center (cost per lead) Viewed as a Revenue Driver Viewed as cost-center (invest- ment in brand) Processes are constantly tweaked to improve results Processes are automated with marketing automation Processes are defined Difficult to get budget for marketing programs Sales complains about lead quality and quantity Processes are ad-hoc Want to rate your organization’s Lead Generation maturity with an interactive tool? Download our Lead Generation Maturity Assessment and get started today! V I E W R E S O U R C E