No process in a B2B-focused organization is exempt from requiring a structured performance management process that is based on defined metrics and comprehensive evaluation, and lead management is no exception. However, it isn’t enough for each phase of the lead management cycle — marketing, sales, and customer service — to have their own systems for tracking the efficacy of the program.
Successful lead management is an integrated program, and any performance management process applied to it must be integrated as well. You will need to evaluate processes such as email marketing, content engagement, lead qualification, customer support, and more in relation to each other. This is the only way to arrive at a holistic assessment of the procedures you have put in place.