Research: Best-in-Class Lead Generation

SalesTree recently sponsored an independent study by the Aberdeen Group that surveyed over 600 companies to determine what the Best-in-Class are doing to optimize their Demand/Lead Generation efforts.

For example, the Financial Sector Insight report emphasizes that "In order for financial services companies to maximize the investments made in lead generation programs, leads should be qualified and scored to ensure that prospects with a greater propensity to purchase make their way to the front of the sales pipeline."

The study also identified that:

	86% of Best-in-Class marketing departments qualify leads before passing them on to sales; organizations need to stop “tossing leads over the wall and hoping that sales will close them”
	Top performers qualify leads using the most profitable channels:
	•	Telecom: 62% of Best-in-Class use a non-sales channel to qualify leads by phone and enter them into a lead management system
	•	E-mail: 42% of Best-in-Class use e-mail requesting prospects to take action – call, respond, or click
	Only 20% of financial services companies, compared to 52% of Best-in-Class companies, currently have a formal definition and consistent process for scoring leads
	65% of Best-in-Class companies have a process for passing leads from sales back to marketing for further nurturing

Click to download:
Aberdeen Report - Demand Generation, Kick Start Your Business
Aberdeen Report - Lead Generation, Financial Sector Insight