How to Align Sales and Marketing with a Lead Management Process

Update date : 9 Jan 2023 | 6 Min Read

Good intentions need to be better to develop an excellent lead management process. The business organization needs to look at the loopholes and work on them to create a robust lead management process that enhances qualified leads in the sales funnel.

A business organization must understand that developing and maintaining a lead management process is a team effort. One cannot work in silos and hope to have all its stages in place.

The business company can only understand the requirements of its customers if the sales and marketing teams are working in tandem. Their non-collaborative effort will adversely impact the lead management steps and thus curtail the overall effectiveness and efficiency.

Therefore, in this blog, we will understand the mantras that will assist in aligning both sales and marketing with the lead management process. It will also help the teams develop a concrete sales pipeline and the overall workflow with the best practices.

The Importance of Hand-off to Sales in Lead Management Process

Sales teams may find it beneficial to receive leads from marketing that have already been enhanced because they can further qualify them using factors like location or company size. Additionally, it aids the sales staff in framing the outreach discussion and developing effective lead management processes.

Determining the hand-off to sales takes up a large portion of lead management; depending on how and where a lead converts, it's possible it needs to enter the sales pipeline immediately.

In marketing or marketing operations, the general objective is to qualify leads as much as possible because doing so enhances conversion rates and boosts sales success.

Why Is an Effective Lead Management Process Essential?

Leads are what sustain your company. However, not all leads are equally valuable to your organization, and not all leads are genuine prospects. The organization needs a strategy to manage your sales pipeline with the leads that matter while eliminating the leads that aren't yet prepared to purchase if you want to expand your business continually.

Infographic representing Lead Management Process Flow


When choosing which leads to concentrate on, several aspects must be considered. Even though it may be tempting to sell as much as possible, it's essential to be picky about who you choose to target.

If you sell to a consumer whose problem cannot be resolved by your product, the customer may place the blame on your product rather than the fault of their ignorance of the proper answer. And depending on how far they can influence others, their negative view can also turn them away from you.

Lead management is crucial for saving time on unqualified leads by your sales staff. You can make sure your team is focusing on clients who require your solution and are in the most significant position to buy it by putting the proper lead management system and sales procedure in place.

Defining the Lead Criteria for the Sales and Marketing Team

For the sales and marketing team to work in tandem with the lead management process, they must have similar criteria for defining a lead. This one is simple, but team members frequently ignore it because they believe lead qualification is understood "well enough."

A well-defined sales pipeline will have the following workflow:

  • Pre-qualified leads
  • Potential leads
  • Demo
  • Evaluation process
  • Making the proposal
  • Committing with the client
  • Closing the deal

Each lead management process stage of the sales funnel should be defined by both the sales and marketing departments. There can be no doubt regarding the contribution to and expectations for the sales funnel if the marketing and sales teams agree on a definition of each lead stage. Then it is simpler to understand where sales increase and marketing decreases.

The majority of businesses will add leads to backfill company and contact information, both qualitatively and quantitatively. It is easy to complete a lead profile using tools like so that sales or marketing can rate prospects based on factors other than conversion activity.

Essential Stages of Lead Management Process

Each business can create a unique lead management system depending on its requirements. The process typically consists of distinct processes for locating suitable leads, acquiring, rating, and nurturing leads to turn them into devoted clients.

Image Contains Graph of Lead Generation Challenges faced by companies


1.  Identify a Potential Client

A potential client who is a good fit for your company is called a "qualified lead." To qualify leads for your business, one of the first steps in lead management is to be crystal clear about your company's standards.

It is possible that the business organization can then go after the clients they think are right and develop strong business relations with them and a Standard Lead Scoring System

2.  Have a Standardized System

A standard lead scoring system is essential, as it will help create a clear road map for the sales and marketing teams and define their sales lead management system.

This method aids sales representatives or marketers in determining whether a lead will likely purchase a company's goods or services. Giving each lead a numerical score based on their behavior to determine how sales-ready they are is typically included.

3. Understand the Customer Journey

The culmination of a qualified lead's interactions with a brand, from discovery through purchase and beyond, is known as the "customer journey."

By mapping out their path, you can clearly see where each lead is in the sales funnel. For instance, are they still researching your brand or considering making a purchase?

4. Define a Streamlined Follow-Up System

To understand the flow of the lead management process, it's a good idea to have a clear plan for how you want to interact with leads at different stages of their buying process.

For instance, ask for a potential lead's email address to send them more information about how your product can help them solve their problems. A distinct action will be needed for each stage.

5. Continuously Nurture Your Leads

Building trust with your leads is crucial. This may entail engaging with them on social media or sending frequent emails with promos. The goal is to keep them engaged and interested until they become devoted customers.

Sales and Marketing Should Have the Same Measure of Success

Lead management is already biased and ineffective if marketing has a qualified marketing lead (MQL) target and sales have a sales lead or revenue goal. Both teams should strive for the same level of achievement in order to streamline the lead management process.

A shared revenue target is a metric that works for most B2B sales and marketing teams.

Warm leads "leak out" if marketing is overly concerned with speeding the hand-off to fill the top of the sales funnels faster.

When marketing's objective is to increase income, they are motivated to create qualified sales leads, which keeps their attention on marketing strategies that bring in new clients. Sales and marketing should be aligned when lead creation is given more attention.

Effective Lead Management with

Whether it is sales prospecting, lead scoring tools, or improving the lead management system, includes unique lead forms that can be used on landing pages, websites, or email marketing campaigns. Additionally, it offers templates for making to-do lists, prioritizing tasks, and organizing information on your new prospects.

Setting many goals that allow you to monitor your pipeline's sales and lead activity visually is simple. The sleek, user-friendly, and customizable interface of's pipeline management software makes it simple for sales teams to monitor and track their subsequent actions, bringing more leads closer to conversion.


1. What is lead management and why is it important?

Lead management is the process of identifying, nurturing, and converting potential customers, also known as leads, into actual customers.

It is an important part of the sales and marketing process, as it helps businesses efficiently track and manage potential sales opportunities, and helps ensure that leads are properly followed up on and converted into paying customers.

2. How do I capture leads?

There are a number of ways to capture leads, including:

  • Creating a website with a lead capture form
  • Running online advertisements with a lead capture form
  • Using social media to drive traffic to a lead capture form
  • Collecting business cards or contact information at trade shows or events
  • Offering a free trial or demo in exchange for contact information

3. Why should you align sales and marketing with the lead generation process?

You must adopt this strategy to improve overall qualified leads and sales funnel.

4. What are the stages of the lead management process?

The stages of the lead management process involve identifying potential clients, having a standard system, understanding customer journeys, defining streamlined follow-up, and lead nurturing.

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Krunal Shah
Article by
Krunal Shah

Having worked on numerous challenging projects in the fields of social businesses, the automotive sector, and education, Krunal has over 10 years of expertise in the IT industry.

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