BY EMPIRE ADCRAFT
Start with a shared definition
Agree what makes a lead useful with your sales team. Record the criteria in your CRM so that campaign reporting and sales reporting describe the same outcome.
Connect the journey
Preserve campaign source information when an inquiry enters your CRM. Review progression from inquiry to qualified lead and opportunity, while respecting consent and data minimization.
Use the signal to make decisions
Review lead quality alongside acquisition cost. A lower cost per lead can conceal a weaker pipeline. Compare consistent time windows and allow for the length of your sales cycle.