This IDC study presents a newer, smarter way to conduct lead and opportunity management that is better adapted to the reality of how customers buy today: IDC's 21st Century Pipeline Management Model. A full description of this new model is included, as well as best-in-class insight based on interviews with marketing executives in major technology companies including Avaya, CA Technologies, CSC, Datacore, Dell, Fairchild Semiconductor, HP, Juniper Networks, MathWorks, NetApp, PerkinElmer, Rackspace, Red Hat, Taleo, and VMware. Insights are also based on IDC's Marketing and Sales Operations Leadership Board Meetings, IDC surveys, and the collective experience of IDC's Executive Advisory Group.
"The Internet has revolutionized B2B buyer's behavior, knowledge, and expectations," says Kathleen Schaub, vice president of research, IDC's CMO Advisory Service. "Only those companies that aggressively invest in lead management as a fundamental enterprise process grounded in management science will be able to meet today's market demands and outpace their competition. IDC's new pipeline management model will best enable companies to abandon the dusty, 100+ year-old funnel and move into the 21st century."
Table of Contents
Table of Contents
IDC Opinion
In This Study
Methodology
Situation Overview
Lead Management and the New Buyer Dialog
Long-Term Success Requires a New Approach to Lead Management
The IDC Customer Creation Framework
The State of Lead Management in Technology Marketing Today
21st Century Lead Management Basics
IDC Pipeline Management Workflow
Basic Pipeline Management Workflow Tasks
Pipeline Management Task 1: Strategic Planning
Strategic Planning Definition
Best Practice: Define Standards
How to Increase Standardization
Best Practice: Create an "Inventory" Model
Inventory Planning Maturity
Best Practice: Cross-Functional Teams
Strategic Planning Danger Zones
Pipeline Management Task 2: Capture
Capture Definition
Best Practice: Accommodate Multiple Capture Methods
Best Practice: Good Data Habits Right from the Beginning
The Main Pipeline Building Block: Assessing, Advancing, and Developing
Pipeline Management Task 3: Assess (Qualify)
Assess (Qualify) Definition
Best Practice: Combine Automation with Human Qualification
Best Practice: Clear Entrance and Exit Criteria
The Role of Scoring
Best Practice: Buyer-Centric Qualification Criteria
Assessment Danger Zones
Pipeline Management Task 4: Advance (Route)
Advance (Route) Definition
Best Practice: Clear Routing Rules
Best Practice: Service-Level Agreements
Best Practice: Understand How to Handle Exceptions
Advance Danger Zones
Pipeline Management Task 5: Develop (Nurture)
Develop (Nurture) Definition
Best Practice: Buyer-Centric Nurturing
Develop Danger Zone
Repeat as Needed: Creating a Multistep Workflow with Building Blocks
A Simple Lead Management Workflow
A More Sophisticated Lead Management Workflow
Source: IDC, 2012Where Can Lead Management Workflow Go?
Pipeline Management Task 6: Close
Close Definition
Best Practice: No Lead Left Behind
Best Practice: Think Total Lifetime Value
Pipeline Management Task 7: Monitor, Measure, and Analyze
Monitor, Measure, and Analyze Definition
Best Practice: Single Version of the Truth
What's on the Executive Dashboard
Best Practice: Provide Data Assistance to Practitioners
What's on the Practitioner's Dashboard?
Lead Management People
Who Does What?
Who Are the Right People?
Finding the Right People
Future Outlook
Essential Guidance
Best Practice Is More than a Checked Box
Learn More
Related Research
Appendix
Definitions
Lead Management Stages
RACI Explanation
Synopsis
Table: Executive Dashboard Metrics
Table: Who Does What in Lead Management: An Outline
Table: Typical Lead Management Stages
Figure: IDC's Customer Creation Framework
Figure: IDC's 21st Century Pipeline Management Model
Figure: Main Pipeline Management Workflow Building Block
Figure: Pipeline Management Task 3 Assess
Figure: Pipeline Management Task 4: Advance
Figure: Pipeline Management Task 5: Develop
Figure: Example of Simple Pipeline Management Workflow
Figure: Example of Multistep Pipeline Management Workflow
Figure: Pipeline Management Task 6: Close
Figure: Pipeline Management Task 7: Monitor, Measure, and Analyze
Figure: RACI Responsibility Assignment Matrix Example
CMO Advisory Service Best Practices Series: Realizing the Vision of 21st Century Lead Management published by IDC in August 16, 2012. This report consists of Pages: 38 and the price starts from US $ 4500.
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