BEST PRACTICE: Leading the way with CRM

Most marketing is done by default. But it should be run as a carefully constructed system where everything flows smoothly from first contact, to relationship, to sale, to lifetime customer. A good marketing executive considers their chief role in a company as one which makes sales easier.

However, the biggest disconnect between marketing and sales tends to be lead management. When a lead comes in there is often a dispute as to whose job it is to convert it. How can an organisation break down these departmental walls?