Marketing should qualify leads as a best practice

04/5/2012 | GreatB2BMarketing.com

Inbound leads have a short shelf life, so follow up in at least 48 hours, writes Christopher Ryan. Lead-management techniques also should include strict standards on lead qualification by marketing, not sales; capturing leads into a common database rather than several; and forging a service-level agreement between sales and marketing, where each side commits to goals.

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