Lead management is the backbone of the sales process. It's about collecting qualified leads—those who align with your target personas—and driving them through the lead lifecycle as efficiently as possible. It's a very active and continuous process, requiring you to follow up with leads quickly, segment them appropriately, and assign them to the appropriate sales reps, following up at the right intervals.

Effective lead management ensures your leads receive information that's most likely to turn them into customers. It's a win-win: your leads don't get annoyed with irrelevant marketing content, and you save time and resources by focusing your efforts on targeted marketing, ultimately increasing profit. Combined with the power of automation, lead management can be a largely self-sufficient relationship-building machine.