Lead to revenue nurturing (L2RN) - explained
Lead to revenue nurturing (L2RN) requires organizations to have a well-thought-out sales process.
Marketing is crucial in nurturing the lead to revenue cycle. It is important that marketing measure the revenue generated from their lead generation programs not just the number of leads generated.
Marketing's role is to take responsibility and nurture the sales pipeline which requires identifying leads as cold, warm and hot. Marketing needs to ensure they are nurturing the warm and hot leads by creating ongoing engagement with customers post and pre-sales. This involves utilising social media to customise and supply interesting whitepapers, utube videos, webinars and promotions about their firms product or service offerings.
To conclude marketing working closely with sales is crucial in ensuring the lead to revenue cycle is a continuous feedback loop process, with marketing listening to sales and adapting their communication and offerings to meet customer requirements. This requires teamwork and requires marketing and sales avoiding the blame game for not achieving revenue targets.
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