CRM: The Difference Between Leads & Contacts

 

As a sales executive, you may have 20, 200, or 2,000 potential interactions that you can choose to invest time in. But how do you determine which interactions hold potential for the highest return?  

The ability to draw meaningful insight in the context of previous patterns of communication can help sales professionals better allocate their time and maximize revenue for your organization. That’s where the difference between Leads and Contacts comes into play … and where CRM software can help make that important distinction.  

More Than Just Raw Data

For some organizations, providing a list of contacts with demographic information (i.e. raw data from InfoUSA) might be a decent enough start given where they are today. In some cases, providing a set of tools that helps to manage interactions with those contacts would be a step up.  

But what if your sales reps could track all previous interactions those contacts had with your organization over time?

  • Visits to your website

  • Responses to marketing offers

  • Previous purchases

  • Customer service requests

  • Details of human interactions in digital (email and social media) and real life channels (face-to-face meetings)  

To extend the vision, what if you could benchmark these insights against what you’ve discovered about the typical journey your customers take during their purchasing cycle?   You’d have the potential to know exactly where they are in the process and what they need in order to move to the next stage.  

Providing visibility to where the greatest opportunity for success lies is like gold for your sales teams. That's where CRM software comes in, surfacing a short list of qualified leads that are already to buy versus a generic set up contacts... an important distinction that can mean the difference between sales success and spinning  your wheels.