2008 Sales Lead Management Survey Shows 62.5% of Small Companies Did Not Track Marketing ROI

LOS ANGELES--Mark L. Friedman, executive vice president of the Sales Lead Management Association (SLMA) today announced the results of the 2008, 3^rd Annual Sales Lead Management Study conducted by the Velos Group and the Association.

Survey specifics established that 55.5% percent of companies do not qualify sales inquires before they distribute inquires to their sales channel (last year’s 2007 study showed 68.8% were not qualifying inquiries). 62.5% still do not track ROI and 87.4% were not very happy with the current Sales Force Automation (SFA)/Customer Relationship Management (CRM) system.

Executive Director James W. Obermayer said, “Sales lead management is more than buying software and expecting it to take the responsibility of increasing sales and sales productivity. The 2008 survey results, much like the 2007 study, suggests that many companies continue to struggle with this fundamental business process.”

In addition, 27.1% of those surveyed have no formal forecasting process. Of those who do, Microsoft Excel®* still leads (23.8%) as the primary tool for compiling the forecasts. Complete study results are available from the Sales Lead Management Association (membership required, sign-up is free).

Of those using a CRM system, SalesForce has 17% of the users, with ACT by Sage, Sage SalesLogix and MS CRM following with less than double digits.

The study group consisted of 140 companies from the membership and visitors to the Sales Lead Management Association over 12 months. The online study was conducted using Zoomerang.

About Mark L. Friedman

Mark L. Friedman, SLMA’s executive vice president, also founded the Velos Group, an inquiry management and lead generation firm. Friedman is a well-known speaker on the topics of sales lead management, CRM applications, and lead generation topics. He is also a partner in Southern California’s largest executive consulting group, Cerius Consulting.

Friedman is co-author of the recently released book, Find Lost Revenue, Solutions Press, 2009, which is available from Amazon.

Sales Lead Management Association

The SLMA has the mission of helping companies become more successful in the critical business process of Managing Sales Leads.

* Excel® is a registered trademark of Microsoft Corporation in the US