Business-to-Business Lead Management
In January 2004 Volvo Cars took the decision to invest heavily in a CRM programme designed to build a database of conquest fleets, nurture the decision maker with regular flow of information, and ultimately seek permission for an appointment. Using the already established Lead Management Process introduced three years earlier, Volvo Cars are now able to track every business lead to measure the success of the programme. This strategy was developed and put in place by Anita Fox, Volvo’s Direct Marketing Manager, alongside an EHSBrann team headed by Janine Woodcock. In a very frank presentation on 14 April 2005, Anita and Janine discussed the practical issues, winning elements and pitfalls of a successful lead management programme supported by robust management information.
