SOURCE: Aberdeen Group

Aberdeen Group

April 12, 2011 10:00 ET

Optimizing the Marketing-to-Sales Lead Lifecycle

How Top Performing Companies Drive More Leads

BOSTON, MA--(Marketwire - Apr 12, 2011) - The ability to deliver effective marketing programs that drive greater quantity and higher quality of leads is critical to produce results with customers and prospects. Announced by Aberdeen Group, a Harte-Hanks Company (NYSE: HHS), the new research Optimizing The Marketing-to-Sales Lead Lifecycle outlines how the best organizations saw a 20% average Year-Over-Year (YOY) improvement in revenue generated from marketing campaigns despite the challenges of having fewer staff and budget dollars to execute programs.

"Aberdeen research reveals that best performing organizations not only understand the value of creating and delivering strong marketing programs but also are take concrete actions to manage the entire lead lifecycle from marketing capture to sales close. The top performing companies are tracking and measuring the marketing-to-sales lead lifecycle not because it's an elusive fool's journey but, rather, a tangible set of tasks and actions that are achieved through time, effort and focus. Most importantly, they are rewarded with clear, quantifiable and meaningful marketing results that are valued by the business: leads that deliver closed sales and revenue," said Chris Houpis, Senior Analyst for the Aberdeen Group.

A complimentary copy of this report is made available due in part by the following underwriters: Act-On Software and Mardev-DM2. To obtain a complimentary copy of the report, visit: http://www.aberdeen.com/link/sponsor.asp?spid=30410182&cid=6856&camp=2.

Find out where your company's lead management capabilities rank among the top performing companies. Take our Optimizing The Marketing-to-Sales Lead Lifecycle Assessment Tool: http://assessment.aberdeen.com/Veu15GV40O/index.aspx.

Visit Research.Aberdeen.com for additional access to complimentary Customer Management Research.

About Aberdeen Group, a Harte-Hanks Company

Aberdeen provides fact-based research and market intelligence that delivers demonstrable results. Having queried more than 30,000 companies in the past two years, Aberdeen is positioned to educate users to action: driving market awareness, creating demand, enabling sales, and delivering meaningful return-on-investment analysis. As the trusted advisor to the global technology markets, corporations turn to Aberdeen for insights that drive decisions.

As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte-Hanks (Information - Opportunity - Insight - Engagement - Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen.com or call (617) 854-5200, or to learn more about Harte-Hanks, call (800) 456-9748.

© 2011 Aberdeen Group, Inc., a Harte-Hanks Company
451 D Street, Suite 710
Boston, Massachusetts 02210-1928
Telephone: (617) 854-5200
Fax: (617) 723-7897
www.aberdeen.com