Gartner Interviews The Annuitas Group
How to Improve Lead Quality
By Richard Fouts
It’s tempting in any economy, but especially one where demand is soft, to cast a wider net in hopes of generating more leads. But with sales costs soaring, it’s more important than ever to keep lead quality high. Nothing can burn dollars faster than chasing down unqualified opportunities.
In this interview, lead management consultant Carlos Hidalgo of The Annuitas Group talks about several best practices in managing lead generation – from how lead quality can close the gap between marketing and sales – to when and how providers should get serious about lead scoring.