LEAD GENERATION

Maturity Model

STAGE 2 - Progressive
STAGE 1 - Undefined
No CRM or Marketing
Automation System in place
Metrics: #ads, #impressions
Focus on branding &
marcom activities
Viewed as cost-center
(investment in brand)
Difficult to get budget
for marketing programs
Processes are ad-hoc
STAGE 4 - World-Class
STAGE 3 - Mature
Systems are being used
to their full potential
CRM and Marketing Automation
are in place and integrated
CRM System in place with Metrics: Revenue,
reasonable rep adoption Program ROI, ROMI, CLV
Metrics: #opportunities,
pipeline, cost per acquisition
Metrics: #leads, #clicks Lead generation is scalable
Leads are well-defined with
“Leads” are passed to sales Revenue accountability
agreed-upon definition by
but don’t have set criteria
both sales & marketing
Viewed as Profit-Center
Viewed as cost center
Viewed as a Revenue Driver
(cost per lead)
Processes are constantly
tweaked to improve results
Processes are automated
Processes are defined
with marketing automation
Sales complains about lead
quality and quantity

Want to rate your organization’s Lead Generation maturity

with an interactive tool? Download our Lead Generation VIEW RESOURCE
Maturity Assessment and get started today!