How to Confirm and Document Your Lead Processing and Routing

In this week’s blog post on lead management, we’re going to take a deep look at lead processing and routing, stage 4 of lead process management. Lead processing is the flow by which a lead enters your system and becomes “known” to your marketing automation process (MAP), following it through MAP and CRM until it is closed/won. Lead processing is how a lead is processed through your technology.
Lead routing is the automated process by which we assign system qualified leads to the right sales person (by geography, product sales and so on). Automating lead routing ensures that the prospect is followed up within a timely manner by the right person. The value of lead processing and routing for Sales is they receive high quality leads in a timely manner, giving them higher conversion rates and improving first call quality. For Marketing, the value is found in the automation, timeliness, efficiency, and effectiveness of lead processing and routing. They will be able to nurture leads that sales will want to follow up on, and they will have higher conversion rates from SRL to Opportunity. Marketing’s productivity will increase as will their ability to transparently track their output.