Agencies and producers can and should create a well-defined lead-handling process to disseminate, track and measure incoming leads. Following are examples of steps that a lead-handling process might include:

Typing: Is it an inbound web marketing lead, a telemarketing lead, a referral, or something else?
Scoring: Create a simple system to determine lead quality (see the Prospect Scorecard if this doesn't yet exist at your agency).
Distribution: How, why and to whom are leads distributed?
Follow-up: Preferred method of follow-up for lead type by producers.
Tracking: Does your agency already have a platform for this, or an internal system? If not, implement a simple tracking system to determine what happens with every lead.
Reporting: How will your agency share the results with the executive team and producers?
KPIs: Key Performance Indicators can be very helpful in measuring lead-generation campaigns and determining next steps for your lead-generation and marketing initiatives. These should be reviewed monthly for most agencies. Examples include: leads per month, meetings from leads, quotes per lead, closes per lead, and appointment show rate per lead.

In addition to lead handling, agencies should review their collateral fulfillment. Collateral should vary by lead type and can include branded eCollateral, blog posts, article links, video, live and on-demand webinars, and more.

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Optimize your lead-handling process

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