One of my favorite books in the Marketing/Business Intelligence category is “The Marketing Brain” by Ben Zimmer. Ben discusses the marketing thinking process, the role of intelligence in marketing and business, the importance of analytics and how to use them to your advantage.
If your organization has to make smart decisions, using analytics is a must, but analytics won’t save you from a marketing disaster. Sure, we all like the idea of a “funnel” of leads, but if your organization doesn’t have a solid understanding of what leads are coming in and what they’re doing with them, you’re doing a disservice to your marketing efforts.
To be effective in marketing, you need to know the people who are buying your product and the products they need. This is the “lead” as we like to call them, and lead quality is a very important factor in marketing. Quality leads are more prone to buying your product, and that’s what matters to your business. The problem is, there are no metrics available to quantify this quality.
We’re always looking for ways to quantify the quality of our leads. At our company, we call this a “Lead Audit”. It’s a method used by most of the leading marketing agencies out there.