Regardless of which system you utilize, there must be some connection to the online lead form and the lead once it enters the organization lead flow process. We have found one of the easiest ways is to create a unique ID for each lead generated at the time of form submission. This identifier can be passed as part of the online lead form to the sales team and easily passed back to your online tracking technology, which gives you that needed identifier to really begin appreciating the quality of your leads.

Hopes this helps, thanks for the great question..

Clearly, we are interested in not just improving each hop in the conversion funnel. What we ultimately want to achieve is optimization across the entire customer decision making process.

At the moment, most companies struggle with this task given the functional silos that exist across lead generation, sales and management of the customer experience. This is exacerbated by further silos across channels.

The solution is integrated planning, testing and optimization across customer touchpoints. The benefits are obvious; profitable conversion of the right customers with deep insights gained about the decision making process itself.

Digital marketing is in fact leading us to a new functional paradigm where the customer facing process is the hub for a range of rapid test&learn cycles that inform key business processes.

All businesses need to transition from simple metrics that suit organization charts to more wholistic processes that center on the customer’s choices.