- February 3, 2015
- Member: FREE
In a perfect world, all leads would result in a sale to a satisfied repeat customer—but, unfortunately, that's not the case in most organizations. One approach to improving the quality of a lead before it gets to sales is leads qualification or scoring.
To better understand the value of qualified leads and what drives a higher percentage of qualified leads at the close of sales, APQC conducted correlation analysis on its Open Standards Benchmarking® data in Sales and Marketing. This article explores the analysis and discusses the statistically significant operational characteristics, marketing practices, and marketing channels that relate to increasing or decreasing the percentage of qualified leads and the effects a higher percentage of qualified leads at the close of sales has on operational efficiencies, customers, and revenue.