Transcript Document

• Lead Management
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Corporate governance Separation of Chief Executive Officer and Chairman of
the Board roles
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Shareholders elect a board of directors,
who in turn hire a Chief Executive Officer
(CEO) to lead management. The primary
responsibility of the board relates to the
selection and retention of the CEO.
However, in many U.S. corporations the
CEO and Chairman of the Board roles are
held by the same person. This creates an
inherent conflict of interest between
management and the board.
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Marketing operations - Process
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Marketing Operations professionals
are increasingly expected to develop
and optimize marketing-related
processes such as the budgeting and
planning process; the lead
management process; the process for
integrating newly acquired
companies; and the process for
creating, reviewing, and distributing a
marketing asset
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Marketing operations - Technology or Marketing Automation
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B2B Lead Management
Automation
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Aprimo
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Founded in 1998, Aprimo provides businessto-consumer (B2C) and business-to-business
(B2B) companies with software as a
service|on demand marketing software to
manage several aspects of marketing
including Campaign Management|campaign
management, lead management, brand
management, e-mail marketing, event
management, performance management,
social marketing, spend management, and
workflow and project management.
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Marketo - History
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In 2008, Marketo introduced its first
product, Marketo Lead Management,
followed by Marketo Sales Insight in
2009 and Marketo Revenue Cycle
Analytics in 2010
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Marketo - Products
Marketo products are provided on a
subscription basis in three editions,
including Spark, tailored specifically for
small businesses. Products include
software for lead management marketing
automation, sales reps, social marketing
and marketing analytics.
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Leveraged buyout - Management buyouts
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MBO situations lead management
teams often into a dilemma as they
face a conflict of interest, being
interested in a low purchase price
personally while at the same time
being employed by the owners who
obviously have an interest in a high
purchase price
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Move.com - Products and Services
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* TigerLead Solutions - combines High
Quality Home Buyer and Home Seller
Lead Generation, with a sophisticated
Lead Management Platform
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Moon landing - Pioneer missions
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The first, a mission managed by the
United States Air Force, exploded
during launch; all subsequent Pioneer
lunar flights had NASA as the lead
management organization
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Recruiter - Employee referral
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An employee referral program is a system
where existing employees recommend
prospective candidates for the job offered,
and if the suggested candidate is hired, the
employee receives a cash bonus. Job
seekers may also be referred or
recommended by a third-party affiliate within
a particular field based on certain criteria
resulting in a Lead management|lead or
interview with a potential future employer.
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Recruitment firm - Employee referral
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An employee referral program is a system
where existing employees recommend
prospective candidates for the job offered,
and in some organizations if the suggested
candidate is hired, the employee receives a
cash bonus. Job seekers may also be
referred or recommended by a third-party
affiliate within a particular field based on
certain criteria resulting in a Lead
management|lead or interview with a
potential future employer.
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Lead management
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Lead management is in many cases a
precursor to sales management and
customer relationship management
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Lead management
With the advent of the Internet and
other information systems
technologies, this process has rapidly
become technology-centric, as
businesses practicing lead
management techniques have shifted
much of the prior manual workload to
automation systems, though personal
interaction with lead inquiries is still
vital to success.
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Lead management
Along with its other related business
practices--marketing, brand development,
advertising, and sales—the goal of an
effective lead management initiative is to
generate new business revenue, increase
visibility, and improve the general attitudes
of potential clients and the public at large
for future business development.
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Lead management
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A typical outline of a lead management process
might follow the following steps:
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Lead management
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Appropriate management of these scenarios is the
function of lead management.
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Lead management - Lead acquisition and distribution
Lead acquisition is the first, and
possibly the most critical potential
disconnect in the lead management
process
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Lead management - Marketing Sales Process Operations
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Once the lead information is collected
and distributed, it is then transferred to a
marketing and/or sales management
department, who will continue to
implement lead management practices
in pursuit of completion of a sale.
Established lead management practices
should provide the needed connectivity
and accountability between those two
operational units, and when managed
properly, enhances the effectiveness of
both operations.
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Lead management - Marketing Sales Process Operations
For management teams with a solid
foundation in lead management principles,
the process should create increased
efficiency and accountability between
marketing and sales activities
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Lead management - Communications
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The central hub of the lead management
process once the prior architectures are in
place is communication. Effective lead
management principles requires intensive
and accurate high-level communication,
both internally within organizations, and
externally to the lead inquiries.
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Lead management - Communications
In many cases, especially where
inquiries may not be ready to work
with businesses immediately, it is
crucial to maintain ongoing nurturing
communications that cultivate a lead
into a future sales, and effective lead
management practices include these
methods.
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Lead management - Analytics
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The analytics architecture is the last,
and once the other architectures are in
place, the most critical piece of an
effective lead management system.
This portion of the architecture allows
for the dynamic review and analysis of
lead actions, marketing channels, and
sales performance.
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Lead management - Lead Acquisition
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The 'lead acquisition' functionality
should allow for the simple and
efficient acquisition of lead data into
the lead management system. The
acquisition functions must be able to
support a variety of marketing
channels and methods of capturing
data. Some examples include:
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Lead management - Lead Filtering and Assessment
Most lead management systems will
have some intelligent methodology for
filtering and assessing lead data into
useful categorizations. There are a
myriad of ways to accomplish this
process and some of them may be
specific to industries. The following is a
suggested list of possible functions:
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Enterprise marketing management
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EMM consists of other marketing
software categories such as Web
Analytics, Campaign Management,
Digital Asset Management, Web
Content Management, Marketing
Resource Management, Marketing
Dashboards, Lead Management,
Event-driven Marketing, Predictive
Modeling and more
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Greg Norman - GSH Investments
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On 26 October 2011 it was announced that
the Greg Norman lead management and
investment consortium GSH Investments
purchased the master associate position at
Max International, estimated to a be a multimillion dollar amount. Max International is a
direct selling company whose owners include
Bill Guthy and Greg Renker of Guthy-Renker.
The product line focuses on technology
developed by Dr Robert Keller and Dr
Herbert T. Nagasawa which raises levels of
Glutathione in the body.
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Mitteldeutscher Rundfunk - Musical organizations
The MDR also has the lead
management of the 'MDR TV Ballet'
(German: MDR Fernsehballett), the
only TV ballet company in Europe. It
was founded in 1962 as the DFFFernsehballett, reorganized in 1992,
and has 30 members.
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