The Importance of Tracking Leads

tracksTracking metrics throughout the lead lifecycle is important to most companies, and it is especially trying for those with long sales cycles. Having to wait 12-18 months before revenue is generated to learn which, if any, of your marketing campaigns are working can be a long time. Not to mention the process is further complicated by the fact that rarely does one campaign take full responsibility for moving a lead along the cycle it’s often a combined effort of multiple marketing touches.

Tracking lead interaction through all campaigns is critical. What are the important milestones in between that showed lead movement? Yes, there are milestones or key metrics that you can measure to determine the likelihood of campaign success long before revenue hits. These metrics give insight into how well marketing tactics are going, and whether adjustments need to be made to the campaign.