Certainly, businesses do everything they can to retain their current base, but retention isn't enough. It's essential for any organization to continuously grow revenue. From moving van companies to travel agents to software providers, every business struggles to obtain the most valuable of assets: customer leads.
Generating leads is as much science as art. Successful lead generation requires a methodical plan, and the discipline to execute the plan effectively over time. Rarely does a sales blitz work without a consistent, longer-term execution.
Consistency is where most small-to-mid size organizations fail in their lead-generation efforts. Certainly, smaller firms have limited resources, and as such, a dedicated lead-generation team is practically unheard of. After all, even in a mid-sized company, everyone from the CEO to the janitor is expected to pitch in on any-and-all business efforts.
When business is booming, it's easy for the company to neglect essential lead-generation strategies for want of resources, because the entire staff is focused on serving current customers. This approach can be especially damaging when tough times hit, as we've seen over the past 18 months.
Without a primed funnel, customer attrition can be fatal.
