Successful lead generation starts with clearly defined goals. What do you want to accomplish? How many leads do you want to generate, what mediums - Internet, Direct Mail, TV, Print, what makes a good lead, how many leads should sales convert to make the program a success? A good lead gen program will include clearly defined goals, the definition of a quality "lead", and regular collaboration with sales to maintain buy-in and achieve goals.
Typically, the problem starts with marketing generating what they believe to be a quality lead and sales views the leads as poor and does not follow-up in a timely manner. Therefore, leads are literally dropped on the floor. This is where a clearly defined lead definition comes into play, as well as clear communication and collaboration with sales to develop a successful lead generation program.
Have you ever heard "there's not enough leads" or " too many poor leads"? You can counter this by building in electronic validation on your online lead gen applications, or phone scripts into your marketing lead generation process.
Why not handle the initial follow-ups for sales? By creating the follow ups for sales you will improve conversions, and reduce the amount of leads that are not followed up on. Not to mention, the credibility you build for your company by delivering a timely follow up!
Require an email address during the lead capture process, and draft and ideal follow-up in the form of email auto-responders. Take this same follow-up and use it at your call center for each lead that cannot be reached via email.
You'll see your conversion numbers skyrocket, and hear much less complaining from sales about the poor quality leads that marketings generating.
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