Lead management by companies

A great majority of companies reviewed do not optimize the management of online leads and potential clients.

A study done by the Harvard Business Review shows evidence of the poor management and the misuse of online leads by the great majority of companies. This evidence is taken from about 2,200 companies based in the United States.

Only 26% of them make contact within the first 5 minutes, one of the rules considered to be a “best practice” to qualified leads.

On the other end of the spectrum, 23% of the companies never even made contact with a potential client. This is especially shocking as it is the equivalent of wasting 1 out of every 4 leads, or 1€ out of 4€ of a marketing budget.

The graph shows that 24% of companies took more than 24 hours to contact the lead. This is a concern considering the rate at which the lead becomes “cold.” Once the 24-hour mark has passed, the probability of contact with and qualification of the lead is 60 times less than if done within the first hour.

Finally, the study points out the need to identify the reason for and possible solutions to this situation, as it goes through a improves via the tools and processes used.

Lead Management by companies

Sources: hbr.org e insidesales.com

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