Developing a ManagementStrategy and Setting Goals

Developing a good lead-generation management strategy begins with setting goals for your organization. Your goals tell you what you (and your organization) hope to achieve. Your goals should define how much you wish to increase your lead-generation efforts, by when, and at what cost. By measuring your lead-generation results against these goals, you can tell how well you’ve succeeded and where you need to improve.

It’s amazing to me how many marketing organizations don’t set goals for their lead-generation efforts. They plunge into lead-generation marketing campaigns with no idea of what they’re shooting for, how many leads they’re trying to bring in, or what level of cost-effectiveness they need ...

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