What Should I Look For in a Lead Tracking Tool?

ITA Group
ITA Group

Woman on the phone talking about the best lead tracking tool for her company

It’s a fact that sales people know all too well—all leads are not created equal.

They’re at all stages of the buying process, from all tiers of a company, with wildly different budgets. They’re big and small, slow and quick. It can be tricky to juggle them all.

That’s why a smart, adaptive lead tracking tool can save you tons of time and headaches. But a tool like that requires a higher degree of technological integration.

If you’re on the hunt for a lead or referral tracking tool, make sure it has these major components:

It Integrates With All Your Marketing Tools

There’s a buzzword in the sales universe you might have heard: smarketing.

Businesses have a tendency to be siloed—sales and marketing teams find their own niche and don’t talk as much as they could. In reality, they’re two halves of the same team.

Keeping your sales and marketing teams in constant communication with each other is vital to increasing sales and promoting teamwork. But sales tools can lean heavily toward enterprise sales and leave marketers in the dust.

When you integrate your sales and marketing tools, everyone knows how to perform better. And when there’s a victory, everyone shares in the celebration.

The key to integration with your marketing tools are APIs (Application Program Interfaces) that let your lead tracking tools speak to each other and push activity from one tool to another. For example, when a sales team member updates a lead in Salesforce, triggers can be set up to transmit the relevant data elsewhere throughout the company. Tools such as Yammer or Chatter also offer a platform to discuss leads internally—think of them as a social network exclusively for your team.

It Promotes Increased Trust and Transparency in the Process

Before the Internet, ordering pizza was very analog. You looked up the pizza place’s number in the phone book, called them up and waited by your front door for a very nonspecific window of time. Then online pizza tracking came along.

With this innovative tech, hungry orderers could see where their pie was at any point along the way, from oven to front door. Why should your lead tracking be any different?

If your team members get something out of submitting a lead in a sales incentive program—a prize or bonus incentive, for instance—they have a stake in the game. They’re not as inclined to submit an effective, beneficial lead if it falls into a black hole after they click “submit.”

A website that collects leads but fails to track them from first contact to final signature indicates an incredible loss of potential.

More than that, when someone in your company submits a lead for your sales team to follow up on, there’s an air of trust that needs to be upheld. And, when it comes to leads, that trust is built through faster, more immediate feedback, especially in sales incentive programs.

A great lead tracking tool breaks down the walls and provides an added layer of transparency. To offer the best impact on human behavior, offer a tool with the utmost in fast, accurate tracking.

It Permits Lead Ranking

Perhaps you’ve heard this common job interview question: “If you’re faced with a handful of important tasks, how do you know which ones are most important?”

It’s a tricky one. Triaging important tasks isn’t easy. And that’s exactly why sales people love ranking leads.

You might get one lead ready to close with you today while others will take some persuasion over the course of weeks, months—even years, depending on how long your sales cycle is.

So, if your referral tracking tool asks the lead for beneficial information—potential spend with the company, where they are in the sales cycle, etc.—and ranks them accordingly, you’re working smarter, not harder. This way, you won’t waste a ton of time pursuing leads that aren’t quite ready to move yet.

It Encourages Best Practices

Mismanaged leads are a sign of trouble. If your sales team isn’t keeping lead information in line—especially the important information necessary to score them—it can be hard to determine how valuable each lead is later down the road. With the right tool, that miscommunication is easily avoidable.

A strong lead tracking tool can reinforce desired lead management behaviors with an incentive program. When you push your sales team to follow best practices, you’ll reduce the loss of lead momentum.