My husband recently started a new job as director of sales operations for a start-up company. The company has been working on refining its lead management process, and he’s been pulled in to help figure it out. And so have I — indirectly.

One of our favorite topics of after dinner discussion over the last week has been about lead management. And while this topic is top of mind for me, I thought I’d share some thoughts on this important process.

If you’re a marketer at a B2B company, you can’t afford to have a hastily put together lead management strategy. The return on your marketing investment depends on how well you set-up your demand gen machine.

First off, you need to reach out to Sales as mapping your lead management process should be a joint effort. Sales needs to buy in to the process and be committed to its success. The four areas to focus on are:
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