It's important to follow through on leads. Upon receiving a new lead, it should be categorized, accessible, and tracked for the most relevant ongoing marketing campaigns. We know that lead management is defined as the process by which marketing acquires, evaluates, nurtures, and hands off leads to the sales team. Seems like a simple definition, right? Unfortunately, many organizations forget about this basic definition and don't have any standards in place for properly tracking those leads; in fact, 25% of leads in a given sales pipeline are legitimate prospects, according to Gleanster Research.
In the same way that NBA coaches and players can harness the power of data to lead them to victory, your business can -- and should -- collect, analyze and act on consumer data to improve the way you market your products and services. But with endless possible data points to track and analyze, it can be challenging to know where to begin. Create a team of experts. Marketers must create a team of big data experts, big analytics experts and consumer, brand and category experts to build a solution that helps their business leap ahead of the competition. Working together, your team should create a playbook -- either for ad-hoc analytic projects or for operational tracking and usage applications.
Recent research (here if you are interested) has shown that people retain information they read in an actual book better than when they read it on a screen. So here are a few book suggestions, a marketing effectiveness reading list for those of you who'd like to get your head around the subject matter, but would like a break from the white papers and infographics. Something to curl up with and really get your head into. Patrick Barwise is speaking at Effectiveness Week in a session called "Beyond the Marketing Budget". So it's no surprise that one of the key powers he and Thomas Barta identify in great marketing leaders is the ability to get out of the marketing silo and work with others in the company who are influencing customer experience.
Target's marketing chief Jeff Jones is leaving the cheap-chic retail chain and heading to Uber. In a blog post, Uber CEO Travis Kalanick said Jones is coming on board as Uber's president of ridesharing, replacing longtime Uber employee and board member Ryan Graves. Kalanick said Jones will head up Uber's people operations, marketing, and customer support efforts. He also provided a few more specifics on how he wants to see Jones revamp Uber's marketing strategy. "Over the last six months, Ryan and I have become increasingly convinced that our rapidly growing marketing efforts needed to be far more integrated with our city operations," Kalanick wrote.