Most sales and marketing pros focus on generating sales leads. “Just get people to the Website!” or “Just make the phones ring and our sales people can take it from there,” are common demands of marketing teams. Then the advertising and PR hit the magazines, the PPC keyword ad program tops the search results, the companion direct mail - email drops. Did the campaign work?
This company will never know for sure because the free download and contact form on their Web site weren’t working. Just how many hot prospects submitted the form and never heard back they'll never know. In the zeal to take an aggressive approach to boosting sales, it’s easy to overlook the importance of having the back end setup to handle the response.
Here are five back end items to consider before launching your new lead generation program: