02 — Capability · BC-420.50
Demand Generation & Lead Management
Attract prospects, capture their interest, qualify it and pass sales the ones worth a conversation, with a clear record of what each prospect has already seen.
- Lead Generation
- Lead Management
- Marketing Funnel
In scope
- Lead capture through forms and events and inbound channels
- Scoring and qualification rules agreed with sales
- Nurture programs by stage and segment
- The marketing-to-sales handoff and its service levels
Out of scope
- Qualifying and pursuing accepted opportunities (see BC-430)
- Partner-sourced lead distribution (see BC-440)
Realized by · 2
Used in · 1
Build it · 0
- Nothing in the library points here yet.
Decomposes into · 4
- BC-420.50.10Lead CaptureCollect prospect identity and intent from forms, events, content downloads and inbound contact, with consent recorded at the point of capture.
- BC-420.50.20Lead Scoring & QualificationRank leads on fit and engagement by rules agreed with sales, and decide which are ready for a human conversation.
- BC-420.50.30Lead NurturingKeep prospects who are not yet ready engaged with relevant content over time, moving them toward qualification without pestering them.
- BC-420.50.40Marketing-to-Sales HandoffRoute qualified leads to the right seller with context, track acceptance and follow-up time, and feed rejected leads back to improve scoring.