Boulder, Colo.—Companies that place a priority on lead generation have higher conversion rates and increased sales effectiveness compared with companies that do not prioritize lead generation, according to a study from research firm CSO Insights.
The study was based on an online survey of 1,275 global marketing companies.
Of those companies, 44% placed lead generation optimization programs as their No. 1 priority for increasing sales effectiveness in the coming year.
According to the report, companies that optimize their lead generation programs report win rates that are 7% higher than companies that do not optimize lead generation; the number of sales reps making quota is 9.3% higher; and conversion rate from leads to first calls is 16.5% higher.