What “Managing Sales Leads” (The Thompson Corporation, $39.95) lacks in style, it certainly makes up for in substance. Pick it up for its action-oriented checklists and chapter summaries as well as a thorough (three chapters worth!) analysis of why sales leads are “the lifeblood of every company.” Bear in mind, however, that giving it a full read will be a commitment—its information-packed but sometimes repetitive sections require complete attention and engagement on the part of the reader. There’s no denying that author James Obermayer is a true authority on the subject of lead management, however, his scope of knowledge is so dense that it loses some of its flow in translation.
Be that as it may, the crux of his commentary is something all marketers should strive for—accountability when it comes to ROI tracking and reporting. Through the step-by-step process outlined in each section, Obermayer clearly defines what a results-oriented sales and marketing relationship should look like, as well as how to ensure no stone is left unturned when it comes to customer acquisition.