I read a nice article today about the importance of lead generation to the business model of many internet companies. This article makes many great points. However, lead generation is only half of the story. The other half is lead conversion.
I am reminded of a great talk by Alan Armstrong at Product Camp Boston on win/loss analysis, where he showed a visual depiction of various places bottlenecks can occur in the sales funnel: leads to prospects, prospects to customers, customers to sales. Win/loss analysis would help identify these bottlenecks, so they can be fixed to result in more sales.
Lead generation is often costly. It behooves startups and small businesses to make sure their lead conversion process is a well oiled machine, so they can get the most out of every marketing dollar spent.
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