Lead Creation and Lead Management
Its not fair to say that marketing organizations run their demand management completely without process. What most marketing organizations dont have, however, is a consistent, end-to-end process to manage a single customer from lead origination to purchase, which is the heart of lead-to-revenue management. And for that, I blame the funnel.
As a construct for thinking about the lead-to-revenue process, the funnel fails spectacularly. In this blog, I’ll introduce an alternative metaphor, the Lead-to-Advocate Escalator.