Every dollar that a company earns comes from a customer. But before they were a customer, they were a lead that was converted by sales. Sales, however, doesn’t generate those leads – that task is handled by marketing departments. Without lead generation, companies would be hard-pressed to drive revenue and improve sales.
Customer relationship management (CRM) and lead generation are effective starts to the marketing and sales cycles, and many businesses invest a tremendous amount of budget and strategic thinking into the development of their lead gen and CRM strategies.
Lead generation is frequently cited as one of the biggest challenges that marketers face, with a 2012 study from MarketingSherpa suggesting that approximately 71 percent of businesses view the task as a major priority. A report released by Demand Gen also suggests that marketers plan to up their spending on demand and lead generation by 20 percent over the course of 2013. By getting more leads and passing the higher quality prospects down through the funnel to sales, marketing hopes the company will be able to improve conversion rates and raise revenue.