Lead scoring far from easy


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“What we've found is that automation is the holy grail,” said Alisa Barber, director of lead generation at eFunds Corp., a payment services company for banks. EFunds uses the Sage SalesLogix CRM system to funnel and manage leads to its 35 in-house salespeople, focusing primarily on the needs of smaller community banks and credit unions in the U.S. Barber said the crafting of qualifying questions is vital. Often, she said, prospects “don't know what products they want, but they know their needs,” so Web questionnaires are created with this in mind. Sales contacts the prospect within 48 hours and continues the relationship monthly. Educational webinars help nurture the leads, and everyone signing up gets more qualifying questions. All agree on the value of a strong acceptance rate by sales of the leads given to them. “If you have that basis of trust and have the feedback from the sales organization, you can see what needs to be changed,” Friedman said. He added that 80% of all leads delivered to sales aren't followed up on; improving this single metric is a key goal of any lead management system, he added. M
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