Lead management combines two heavy hitters in sales and marketing: lead scoring and lead nurturing.
Lead scoring is an objective ranking of one sales lead against another. It helps marketing and sales pros identify where each prospect is in the buying process and follow up accordingly.
On the flip side, lead nurturing is the process of cultivating leads that arenít ready to buy by equipping them with info. Successful lead nurturing anticipates the needs of the buyer based on who they are and where they are in the decision process.