Welcome to the May edition of the LeadMaster newsletter. The topic for this month is Marketing Automation.
I'm pleased to have James Obermayer, the Executive Director of the Sales Lead Management Association as a guest columnist this month.
Before we get to the this month's newsletter let me tell you a little about the SLMA.
The SLMA has
- 2380 members world-wide (membership is free)
- 209 articles on all facets of sales lead management
- 15 white papers
Their most recent white paper, the subject of this month's newsletter, explains why marketers deceived themselves and have accepted a sales inquiry follow-up average of only 10-25%, which in any other area of business would be a failure. The author, compares the reasons for failure of the space shuttle Columbia and Toyota with businesses that waste 75% of their marketing budget.
It is a compelling argument and a worthwhile read.
Why the Space Shuttle Columbia, Toyota’s Auto Recalls, and Inquiry Dormancy Are Related
How Normalized Deviation Destroys 75% of Marketing’s Efficiency
by James Obermayer, the Executive Director of the Sales Lead Management Association