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What's With Manual and Not Computer Generated Lead Retrieval?

By Mr. Steven Hacker CAE, FASAE, CEM posted 10-22-2012 10:10:45 AM

  
Doesn't it seem counter intuitive that, if the lastest CEIR research report is accurate, and I have no reason to doubt it, that exhibiting companies and their personnel continue to rely upon pencil and paper generated leads at trade shows? If exhibitors and organizers spend thousands of dollars to generate digitally driven attendee demographic data from a variety of technology tools, why the continued reliance on 19th century technology? Does any one have a theory to share?
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Ms. Melinda Kendall
11-09-2012 10:05:06 AM

Marketers love databases; salespeople do not seem to. At every company I have been in, with sophisticated sales operations, with Salesforce and other CRM systems, we could not train or force the majority of salespeople to maintain their contacts in the system. An observation, not research, but I think this visceral, manual tendency of sales people relates to a preference for business cards over electronic leads from shows. And relates to the 30% lead follow-up statistic post-show, which I think stems from the salespeople feeling a disconnect from a list of leads.