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Survey finds most small businesses don’t track ROI

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Villa Park, Calif.—A new study by the Sales Lead Management Association (SLMA) found that 82.8% of small businesses do not track ROI on lead generation programs.

The study was based on an online survey of 144 small businesses in California, conducted in December by the Velos Group and SLMA. It found that 52.4% of companies surveyed have no formal sales forecasting process in place. Of those that do, Microsoft Excel is the primary tool for compiling forecasts (cited by 21.7% of respondents).

Also, 68.8% of small businesses do not qualify leads before giving them to salespeople, the survey found.

—Kate Maddox

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