Lead Management Best Practices

Lead Management

Gone are the days of the door-to-door salesperson exclusively beating the mean streets for leads. Today, leads are generated from a long list of sources; Pay-per-click, social media, digital display advertising, cold-calls, trade shows, direct mail, seasonal incentives… The list is truly endless. With so many channels generating leads, it’s highly advisable that all newly generated leads, regardless of how they are acquired, land in one place for easy capture, allocation, and lifecycle tracking. Sure, you could manually input the leads into a spreadsheet and then allocate each lead to the appropriate salesperson, but who has time for that? Not to mention, the human error factor comes into play with that level of tedious input. 

In an environment hyper-focused on providing the best possible customer journey, automating and optimizing your lead lifecycle from beginning to end is mission-critical. Below is a complete walkthrough of lead management best practices, from lead generation through to post-sale customer relationship management.

Automated Lead Capture

Whether a lead is collected directly on your website by a potential customer submitting their information, or via a salesperson on the floor at a trade show, pulling all of the lead’s information into one central clearinghouse will streamline new lead capture, accurately record and store contact information, then allocate and track the lead, with minimal to no human interaction.  

FUN FACT: Today’s leading automated lead distribution platforms (PowerChord included!) will seamlessly integrate with all of your current lead generation channels. Yes, even Google docs and trade show provided spreadsheets.

Automated Lead Distribution

Manually sending hundreds of leads is time-consuming on so many levels. When you stop to consider the amount of work it takes to receive a lead from one of your many lead generating channels, manually record the contact’s information into a spreadsheet, then decide who should get the lead and find that salesperson’s contact information is enough of a headache, and you still haven’t even allocated the lead yet. By this time, the potential customer may have already moved on to a competitor’s website, or worse, be in contact with a competitor’s salesperson because they already implemented automated lead distribution and drastically shortened their time-to-contact. 

If you want to maximize sales, start by doing everything you can to  minimize time-to-contact;  studies show 78% of sales go to the rep that follows up first. It’s crucial that marketing and sales teams have the ability to accurately capture and allocate newly generated leads to the correct salesperson as quickly as possible. Putting a system in place for immediate lead distribution will give you an easy and effective competitive advantage.

Automated Lead Management 

One of the biggest changes to the global market due to the pandemic is the enhanced hyper-focus on optimizing customer experience. Pre-pandemic, the customer experience was almost an afterthought. As long as you had the products easily accessible through the normal channels, the customer would be happy. Today, the customer experience is critical from beginning to end - Starting with immediate contact at lead generation, to constant nurturing throughout the sales cycle, to curbside and same-day delivery. But that’s not where it stops, post-sale relationship management is just as important.

Having the processes in place to ensure each lead is nurtured is going to be the key to setting yourself apart from the competition. For this reason, it’s mission-critical that your lead management is automated throughout the entire lead’s lifecycle to keep your sales team organized and focused on what each potential customer needs at any given step on their customer journey. 

Automatic lead tracking

Tracking leads in real-time gives clear insights into multiple points in your customer journey and answers the questions that matter most:

  • What’s the average time from lead capture to customer contact?
  • How many points of contact are typically made during the sales process?
  • How long did it take from the first point of contact to make the sale?
  • Who is closing the most sales? And the fastest.

Accurately tracking qualified leads in real-time through the pipeline makes it incredibly easy for big brands to maintain clear visibility into each independent dealer’s sales processes. This visibility not only helps brands answer those questions that matter most, but it also allows each dealer in the network to hone in on their respective customer’s journey,  and then make adjustments to fully optimize their own processes. 

FUN FACT: At PowerChord we firmly believe if you paid for the leads, you deserve to know the outcome. Our powerful platform not only gives leadership the tools needed to optimize their process, but gives the dealer level the tools they need to optimize their process, including lead nurturing and relationship management tools.

Automate your Lead Lifecycle

Even though all leads are not created equal, creating a solid lifecycle process will help your sales team efficiently guide leads to the closing point. A great start to this process is letting prospects know what sets you apart? Why is your product or service a cut above the rest? 

Tips to minimize friction in your sales process

  • Bring out the buzzwords - Think back to your best or even easiest sales, what were the buzz words that grabbed your prospects?  
  • Create informative content that answers questions -Sometimes a prospect is too busy to give even five minutes of their time, so having well-written, informative content to share they can review on their own time will go a long way towards keeping the prospect on the hook. This also opens the opportunity to follow up to answer questions.
  • Drive the Decision - Don’t leave it up to your prospects to differentiate you from your competitors. Drive the conversation until all doubt is resolved. Provide first-person reviews, testimonials & customer stories relevant to the prospect. 
  • Keep your pipeline up-to-date - Keeping your funnel updated is critical for maintaining a professional approach to your leads and follow-up intervals. Guessing will get you nowhere. PowerChord’s lead management platform offers easy one-click sales funnel update buttons embedded in automatically generated emails. It takes seconds, doesn’t require you to log in to a system or navigate through your sales log. These one-click actions ensure you spend time doing more of what’s important, closing sales. 
  • Control the Close - You’ve been informative, provided testimonials, and left no room for doubt, but the deal is not closed, and you need to find out why. Ask the tough questions. The sooner you realize what is holding the sale back from closing, the sooner you can overcome the hurdle. Make sure you don’t leave the ball in their court: check-in as many times as necessary to close the deal.
  • Retain the Relationships - Depending on the average length of your typical sales cycle, you may be already trading holiday cards with your prospect by the time you close the sale. But for those shorter sales cycles, it’s essential you go the extra mile to retain a good relationship with your prospect. After all, it’s much easier to sell to an existing client than a cold call. Conduct periodic check-ins by setting a calendar reminder to touch base with your prospects at least annually. Add customers to your company’s email newsletter to keep your product or service top of mind for possible recommendations to peers.

Automated Lead Analytics

Lead analytics offer a wealth of information that can be used for accurate benchmarking, setting KPIs, and forecasting growth. What’s more, depending on how robust your lead analytic tracking software is, the information can be mined to answer a host of questions your marketing department can use to validate ROI and current efforts. Analytics provide answers to questions like:

  • Where are the majority of your leads coming from? 
  • Which Social media initiatives are working? 
  • How well is the website performing? 
  • Is paid search advertising working better than traditional advertising campaigns?
  • Are seasonal or regional campaigns working?

There are many different types of analytics that can be used to measure and improve business practices. Website analytics provide a clear real-time picture of how the company’s digital footprint is performing and where there may be areas for improvement. Lead analytics offer a clear picture of the current sales cycle and customer journey to purchase. Sales analytics provide the data necessary to forecast and benchmark future plans and quotas. Social media analytics tell how well a campaign is performing with the target market. The key here is knowing what the data-point measurements mean and how to apply analytics to improve your business.

Website analytics

A company’s website is often the first point of contact with a potential customer. Optimizing your digital footprint to provide a great online experience to visitors is critical. Start by analyzing the average time a visitor spends on the website - if it’s under a minute, then you need to take a serious look at the information provided and how user-friendly the site is. Another great way to understand the customer experience on your website is checking the number of pages navigated to and the bounce rate analytic, which measures if customers are engaging with the information provided on the website or immediately navigating away. A high bounce rate indicates that the website is either not user-friendly, not providing the information the visitor is looking for, or worse, the current marketing and messaging efforts are targeting the wrong audience. 

Marketing Analytics

A great marketing campaign should reach potential customers and encourage them to take action to further engage with your products or services. A great way to track campaign success is by using website analytics to measure visitor traffic beginning on the date of the campaign’s launch to the end of the program. If there’s an increase in website traffic and marketing qualified leads (MQLs), the campaign can be considered a success; if not, improvements are needed before the next campaign is launched.

Social Media Analytics

Social media platforms are taking a much larger piece of the marketing budget than ever before. But how do you know if the channels are working? In a word, Analytics. Using real-time analytics to track social media campaigns is an excellent tool for understanding what social channels are driving the most organic traffic.

Sales Analytics

Having a robust lead management platform like PowerChord that provides an all-in-one analytics dashboard is invaluable to understanding every facet related to a company’s sales cycle, including where the best leads are being generated, how long the sales cycle is, which salesperson is closing the most deals, and through which channels. In addition, these real-time data points offer full transparency to the sales funnel, including which leads are moving, which leads need a nudge or follow-up call, and the leads that did or didn’t convert, and why.

The better you understand your customers and where the leads are coming from, the better you can plan for future marketing initiatives and validate which areas you are seeing the biggest ROI, and where you are not. 

PowerChord gives clients the necessary tools and information needed to accurately measure and improve their lead distribution and management best practices, including marketing, messaging, customer relationships and retention, and even ensure the brand’s vision and best interest are being carried out all the way down to the local reseller level. To learn more about how PowerChord can help your business with its lead management and distribution, book a demo today. 

If you enjoyed reading this article, you may also enjoy reading:

How To Close Your Next Cold Call In 4 Simple Steps

Lead Velocity: What it is and Why it's Important 

3 Steps to Get the Sale in Today's Digital Consumer Journey

Nurturing Sales Leads When Inventory is Low

written by

April McCormick

April McCormick is an award-winning writer and blogger. Her work has been published in over ten countries and four languages. From books to newspapers, to print/online magazines and everything in between, you can find her work. For more about April, visit

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