Really it is, isn’t it?
Leads are people, driven to inquire about a category of products or services. The quality of those inquiries is determined long before they show up in your lead management software.
Certainly you can scrub and append data to improve the contact and maybe even segmentation, but are you really improving the quality?
Everyone I ask (and I’ve asked a ton) to define lead quality for me always has the same answer…
“How well leads turns into sales.”
This standard answer is interesting for a couple of reasons:
- It has nothing to do with individual leads. They define it by the collective results of a group of leads
- Although it might impact total sales, it has nothing to do with the quality of the contact data
For most lead buyers, lead quality is simply lead conversion–sales.
Now that we know what lead quality really is. How do we improve it?
Quality is about a leads potential to fit your ideal customer profile. Assuming this definition of lead quality, do these data scrubbing processes really increase lead quality?
If you really want to improve lead quality I would recommend…
Getting a copy of my Lead Buying: Getting Better Lead Quality – Leads On Track Cheat Sheet Series.
About Bill Rice