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Lead Management Architecture. Designing a system that works

5 minutes of reading
Lead Management Architecture. Designing a system that works
Category SEO

It’s no secret that lead management is the most important thing your business can do to grow and succeed. You need to get your sales team leads as quickly as possible, so they can convert those leads into customers. When you do this, your entire organization will grow together! Unfortunately, lead management architecture doesn’t always come naturally, and there are plenty of wrong ways to approach it. So what’s the right way? With these three tips on how to build a lead management architecture that works for you, you’ll never have to worry about generating more leads again!


Lead Management Architecture

Lead management architecture is the system by which an organization manages leads. A lead is defined as an individual with some initial interest in your product or service, but hasn’t yet taken the action of becoming a customer. Lead management architecture deals with the flow of all leads through your system – from one group to another, and from one person or team to another. For example, this would include capturing leads, assigning them to a specific salesperson within your organization and following up on their progress throughout their journey towards purchasing your product.


Many companies have what we call lead management architecture – essentially, the set of systems, processes and people responsible for managing leads. But not all are created equal. Some are better than others at finding quality leads, closing deals, and turning them into customers. In fact, the right lead management architecture can make or break your business.


The most important aspect of any lead management system is decentralization. This means having lead records in multiple places and not relying on one single database. The key to making this work is understanding the different types of data that you’ll need to store and organizing it according to your needs. For example, you may want to store contact information and business details in one place while storing leads based on their stage in another location.


The Lead Management Architecture is designed to be responsive in two different ways. First, it must respond quickly to company requests for information about potential customers. Second, it responds to customer behaviors by incorporating marketing automation tools into its design.

What are the stages of your lead management system?

Decide on your business goal

The first step in designing a lead management system is to decide what your business goal is. Do you want to manage leads as they come in? Maybe you need to map out the process of handling leads so they are handled more efficiently. If your goal is to increase conversion rates, then it’s important to design the system with an eye towards optimizing for those goals.

Define how leads move through your funnel

It is important to design your lead management architecture to be scalable so you can handle any number of leads coming in. There are three main ways leads move through a funnel, in order: one-way, two-way and multi-touch. In order for lead management architecture to work well, it needs to account for all three types of movement.

Determine lead source with pipeline metrics

It is important to determine the lead source with pipeline metrics. This will ensure that you are capturing leads from all avenues of your business and not just one or two. You want to know where your leads come from, so you can spend more time focusing on those areas. Pipeline metrics give you insight into where your leads are coming from, which gives you a better chance of understanding how to grow that area.

Understand how to segment your leads

Segmenting your leads by their interests, demographics, or anything else you can think of is essential for your lead management architecture. The more information you can glean about your leads, the better you’ll be able to tailor the messaging and content in order to maximize conversions.

Have back-up plans for campaigns, prospecting and inside sales teams

One of the most important, yet often overlooked aspects of any sales and marketing plan is lead management. A good lead management system should be able to integrate with other systems like CRM, email marketing, and social media. If you want to create leads for your sales team, you need to have an inside sales team. Prospecting is also an essential part of managing your leads so they don’t slip through the cracks.

Align your processes to deal with upselling and cross-sells

When you are thinking about lead management architecture, one thing to keep in mind is how it will deal with upselling and cross-sells. If your process for upselling and cross-sells is slow, new customers may feel neglected or abandon the purchase altogether. An efficient process means they won’t have to wait long before they get contacted by another salesperson. A good system should also be set up so that the sales team can contact people who haven’t converted yet, instead of just those who have.

Communicate with stakeholders the vision of the system

It is important to take the time to communicate with stakeholders on their vision of the system. This should include understanding what they would like the system to be able to do, what type of data they are expecting, and any other inputs. After all stakeholder requirements have been gathered, use this information as well as specifications from previous clients to come up with an architecture plan for the lead management system.

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Last words

Choosing the right system is important, and it can be hard to know what the best fit is. Think about the goals you want to accomplish with your lead management system, and determine which approach will work best for your company. Then contact an expert to help you implement the plan so you can have peace of mind knowing that your new system is in place.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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