Blog posts of '2021' 'August'

The role and benefits of Lead Management in CRM


No matter how small or big, the leads are the lifeblood of any business. Leads are high-intent customers who have shown an interest in your products /services but have not made a purchase yet. While starting a new business, a handful of leads is needed, to begin with, to grow and scale.


What is lead management?


Lead management is defined as the process of capturing, tracking, qualifying, and engaging leads until they are ready to be passed to sales executives.


Why do we need lead management?


Though different methods for lead generation are available today via multiple sources and channels such as websites, ads, cold calls, emails, events, etc., it’s critical to have an effective system to manage leads. To get a centralized process to manage lead information, score leads, maintain communication and even nurture them continually, we need to implement the lead management system.


Lead management process


Let’s take a look into the process involved in lead management.

Step 1:

Lead capture


The first and the foremost important step in lead management is lead capture which is carried out through various online and offline sources such as email, social media, webinars, paid ads, trade shows, and more. Adding lead data from these sources into your CRM software is not feasible, especially when high volume. Hence CBS-CRM system ensures that every lead is automatically fed into the system from web forms, emails, and chat, preventing loss of leads.


Drip Email Marketing in CBS-CRM helps you to send bulk emails without leaving the CRM. It also helps you to track emails, create and customize email templates according to your business and brand requirements and then embed them within your emails to capture high-intent leads. We can select the master data according to the business category and set the number of drips required for the concerned email campaign in your CBS-CRM, all in a single click.


Step 2:

Lead tracking


We can visualize what leads are looking at on your email campaign by tracking email visitors. We can learn the leads’ buying intentions that help us communicate better with them by providing the necessary context. CBS-CRM tracks the lead’s activities on website-email viewed, links clicked, resources downloaded, etc. These Email Analytics provide insights into leads’ behavior, allowing sales reps to understand their interests and personalize sales efforts.


Step 3: 

Lead qualification


Lead scoring is an effective way to qualify among leads. It is a methodology for ranking leads using terms such as ‘High,’ ‘Medium,’ or ‘Low’ to determine a prospect’s sales readiness. Whenever a lead is engaged with your business, their lead score gets updated by the sales representatives. CBS-CRM tracks customer/ score in the lead score and sales analytics that can help us effectively align your follow-up to the lead’s activity.

Step 4: 

Lead distribution

Manually assigning leads to the right sales reps is easy when your business is small, and you know them inside out. But when the sales team and number of leads get increased, it is tedious to handle and will also delay the lead response.


With CBS-CRM, we can create a rights management to assign leads to sales representatives and limit access, and more.

Step 5: 

Lead nurturing

To educate and demonstrate the value of your products/services, sending relevant content, promotional offers, etc., to your leads nurtures them forward in their decision-making process.


In CBS-CRM, you can use email campaigns to create, send, and track these personalized nurture campaigns.


Benefits of lead management


• Identify the right leads

• Engage with context

• Improve response time

• Improve productivity and maximize ROI

• Be more accountable


Signup for forever free CBS-CRM and start generating leads now!