Closing the loop...

I read Brian Carroll’s article on lead nurturing before Christmas which recommends a very structured approach to managing and developing leads until they are sales ready. He suggests companies develop a carefully structured campaign programme for each lead as a means to improve close rates and reduce the length of the sales cycle. The article lead me to his book ‘Lead Generation for the Complex Sale’ which became part of my Christmas reading catch up. There’s a lot of good stuff on ‘closed loop marketing’ – i.e. maintaining visibility and control of the lead through the sales cycle. This concept is at the heart of most of the systems we implement, and has generated a lot of value for our clients.