- Defining Terms: What a Lead Is and What It Is Not
- How Lead-Generation Campaigns Differ from Other Types of Marketing Communications
- The Lead-Generation Process
- Market Research for Lead Generation
- Organizational Roles and Responsibilities for Lead Generation
- Case Study in Lead-Generation Excellence: How Anritsu Reached Key Decision Makers with a Three-Touch Campaign
This chapter is from the book
This chapter is from the book
This chapter is from the book
Organizational Roles and Responsibilities for Lead Generation
Lead generation is a relatively complex process involving not only the marketing function, but many other areas of a company. So, there is always going to be some confusion about who should do what to whom. Whatever you do, clarify roles early on during the planning process; it can save much pain later.
Each organization should make its own decisions, but following are some suggested guidelines for roles and responsibilities. There is some overlap, of course. Table 1.2 suggests what job function typically takes the lead on each element of lead-generation tools and processes.
Table 1.2. Lead-Generation Roles and Responsibilities by Function
|
Function |
Role and Responsibilities |
|
Marketing |
Strategic planning, market analysis and targeting, budgeting, setting sales, and marketing objectives |
|
Marketing communications |
Advertising and PR for building brand awareness |
|
Direct marketing |
Lead generation, lead qualification, nurturing, and tracking |
|
Database marketing |
Marketing database management, data analysis, and list selection |
|
Event marketing |
Trade show, proprietary event execution, and data capture |
|
Sales force |
Lead conversion to sales and reporting on lead status |
|
Resellers/distributors |
Lead conversion to sales and reporting on lead status |
|
Web marketing |
Website management and landing page management |
|
IT |
Install software tools and tech support |
Following are a few particular caveats for roles and responsibilities:
- Do not allow the lead management (qualification, nurturing, and tracking) function to rest with the sales team. Sales may want to make a strong case for controlling this function. But ultimately, lead management belongs in marketing. Sales resources are highly skilled and well paid. They need to be focused on selling.
- Marketing needs to have a key role in managing the marketing database and the campaign software tools. In most companies, IT has ultimate responsibility for these tools, but they need to recognize the critical role marketing plays in specifying, using, and benefiting from them.