A client shared this analogy: “I look on our lead generation efforts, particularly in the present economy, as I would a financial portfolio. If I can’t measure the tactics or programs in terms of return on investment to the organization – leads generated, business closed, opportunities in the funnel – then why should I expect the company to invest in my fund?” Which is to say, strive to maintain an assortment of researched and/or proven best-fit tactics.

What tactics are you using to good advantage? What tactics are your competitors using? The flexible and iterative multi-modal approach calls for a thorough evaluation and systematic planning of the various lead generation methods. Success depends on a balance of push tactics that encourage the contact to action and pull tactics that create a strong impression of your company and build brand awareness.

Analyzing, measuring and optimizing tactics is what it’s all about. Complacency is not. Tactics that perform well and under-performing tactics should be quickly identified and dealt with as required. And there is close correlation between tactics and budgeted spending; when the two are close together, you will achieve the end result of optimal return on investment.

Via pg 21, Start with a lead, Eight CRITICAL Success Factors for Lead Generation.

“It makes all the sense in the world for ad makers (both clients and agencies) to be well-stocked with people who understand consumers, whether young people who fathom the mysteries of cyberspace, a good mixture of people who reflect the ethnic and cultural diversity of our country, and, yes, even older people who understand the vitality and buying power of the great gorge of baby boomers overtaking our land. ” via AdAge

My lovely Cassandra just said something so great I had to quote it for all of you.

“You know how we’re always told ‘just worry about yourself’ - you know, don’t worry about anyone else but yourself? Do you think the world would be a better place if we all worried about ourselves, *and* worried about everyone else too?”