Effective measurement of how many leads are turning into sales could help businesses improve the quality of their marketing, it has been claimed.
A study conducted by Eloqua highlights that 75 per cent of marketers think effective measurement would make their business more competitive.
However, just a third currently have such initiatives in place.
The study also revealed that half of those questioned have a marketing automation system up and running, while six per cent think lead generation is the most important component of their campaign.
"The results from our survey reinforce what many of today's business leaders understand - never before has it been more important for marketing organizations to invest in solutions that enable them to better understand and track their prospects," comments Brian Kardon, chief marketing officer at Eloqua.
Larry Goldman, a specialist in business intelligence and analytics, recently told BeyeNetwork.com that Sales lead management is becoming progressively important for businesses and they must focus on managing inward data such as inquiries, requests and other interactions.