leadhantering
Leadhantering, or lead management, is the systematic process of capturing, nurturing, and converting potential customers (leads) into paying customers. It sits at the intersection of marketing and sales, emphasizing what happens to leads after initial awareness. The goal is to improve both the quality and speed of conversion while aligning marketing activities with sales priorities.
Core elements include lead generation across channels (content, email, social media, events), lead capture, qualification, scoring,
Technology plays a central role. Customer relationship management (CRM) systems store lead data and track interactions;
Key metrics include lead velocity, conversion rate, cost per lead, win rate, and pipeline contribution. Common