During the 2018 TMSA Logistics Marketing & Sales Conference this week, attendees had their choice of 20 topics that involved peer-to-peer discussion on opportunities, challenges and best practices involving those topics. One topic was on lead management. Jason Ickert, Vice President of Sales & Marketing, FLS Transportation Services facilitated discussions on this topic and shares a summary of what his peer group discussed:
Lead Generation can come from a multitude of sources. As we spoke about challenges and best practices in our Lead Management Interactive Discussion Roundtable, it became evident that to more easily manage and track a lead’s progress and conversion, one must be able to deploy technology that provides visibility.
The level of tech stacks implemented by the participants in our roundtable varied from using spreadsheets to track lead and customers, all the way up to integrated CRM and marketing automation that provided automated workflows and lead generation, management and conversion dashboards. In each of the sessions, there was agreement that automation is a requirement, but not the silver bullet.
Effective lead management requires a documented process, with various decisions to be made according to where the buyer is along their journey. Additionally, the stakeholders need to know their role in the process and be held to executing upon the plan. Once these steps are complete, technology can be implemented and then managed for results.
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