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Integrated Lead Management

Managing across channelsto sell more vehicles


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Lead Management

  • Selling cars has more competitors in the market than before and the traditional mass media advertising doesn’t guarantee sales, it only raises awareness
  • Therefore many OEMs have shifted their attention to lead management
  • This paper discusses the findings of a book written by Deloitte on Lead Management
  • It provides an understanding of what integrated Lead Management is using the following blocks of the Lead Management pyramid:
    1. People, organization and competence - one face to keys to success the market
    2. Information Systems platform - pipes and plumbing
    3. Customer Data Management - dealing with data
    4. Customer insight – Inside information
    5. OEM / Dealer Collaboration – winning together
    6. Performance Management - linking actions to results
    7. Outbound Lead Generation - reaching out to customers
    8. Inbound Lead Generation - capturing keys to success leads
    9. Internal Lead Management - connecting the dots
    10. Dealer Lead Management - where the rubber meets the road
  • The benefits of integrated lead management as discussed by this book are increased sales and market share, higher return on marketing investments, improved dealer profitability and rapid payback
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