HOW TO: Optimise your marketing pipeline

Managing your marketing pipeline effectively can impact business results and help align sales and marketing. Ellen Valentine, evangelist at Silverpop, offers three areas of improvement

It’s easy to let a marketing pipeline fall into disrepair as incoming leads take precedence over slow-burning opportunities, which can slip and stagnate for a variety of reasons. Implementing effective scoring and routing systems allow you to improve the quality of leads you’re providing to sales and increase the relevancy of information you’re providing to your contacts.