Research finds poor lead development

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Alpharetta, Ga.—The majority of b-to-b companies are not satisfied with their lead development efforts, according to a new research report released this week.

The report, titled "Lead Generation Metrics Study," was conducted by research company KnowledgeStorm for SiriusDecisions. It was based on interviews with 235 marketing executives at software, hardware and services companies.

According to the survey, 58% of executives rated their lead development capability as "fair" or "poor." Only 6% rated their lead development capability as "excellent," and 36% said it was "good."

Companies that rated their lead development efforts as excellent had the following characteristics: effective sales and marketing communications; clear lead definitions and the ability to track and manage leads.

SiriusDecisions provides management consulting services for CEOs and CMOs. KnowledgeStorm is a research company specializing in business technology.

—Kate Maddox


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