Integrated Lead Management: Managing across channels to sell more vehicles
A Global Manufacturing Industry Group perspective
Selling cars isn't what it used to be. Today, there are more competitors — and more competing products — than ever before, all vying for the hearts and minds of increasingly finicky customers. Traditional mass media advertising raises awareness, but it doesn't guarantee sales. Consumers don’t shop that way any more. That’s why many Original Equipment Manaufacturers (OEMs) are shifting their attention to lead management. Instead of putting all their effort into generating awareness or brand building, companies are looking to maximise their return on current advertising investments — coordinating activities across multiple channels to drive more customers through the purchase funnel.
Integrated Lead Management isdeveloped by Deloitte to explain the concept of lead management in bite-size pieces, focusing on things that really matter, and highlighting solutions that really work. It offers a perspective on integrated lead management as a pyramid of ten major building blocks, with each capability enabling the ones above it. Although improvements within each building block can produce worthwhile results for both an OEM and its dealers, the biggest pay-off comes from coordinating lead management across the entire extended enterprise — driving customers through the purchase funnel by capitalising on every available touch point and sales channel. That's something few OEMs can do today.
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