Lead management is a central process in CRM systems, enabling businesses to manage communication with potential customers efficiently. A CRM system helps track leads, convert them into customers, and manage sales and marketing processes.
Basic Concepts:
- Lead: A person or organization that has shown interest in the company’s product or service.
- Account: A lead that has progressed in the sales process and has a high likelihood of making a purchase.
- Contact: A person within the customer organization who serves as the main point of contact.
- Opportunity: An advanced stage where the lead is ready to make a transaction.
- Lead Conversion: The process by which a lead moves from the interest stage to a customer or opportunity.
- Key Opinion Leader (KOL): An influential person within the customer organization who helps in decision-making.
- Automation:
CRM systems allow the definition of automatic processes to save time and create consistency in managing information. For example, sending an automatic email to a lead immediately after they leave their contact details on the website.
Lead Management Process:
Generally, the same person handles the lead through all stages of the process, but a CRM system also allows collaboration between multiple users.
Lead Capture:
When registering a lead in the system, it is important to fill in key information fields for the success of the sales process. If some fields are left empty, they may be unnecessary, and the form can be adjusted accordingly, or critical information might be missing that needs to be completed.
