No matter how good your marketing efforts are, if you don’t follow through — if you have a poor customer relationship management (CRM) process — you aren’t likely to see the results you dream about.

Spending your precious resources of time and money on generating leads and then failing to work at converting those leads to customers is almost as crazy as running really good advertising that attracts “shoppers” and then being closed for business. As in the movie Groundhog Day, in which the protagonist played by Bill Murray wakes up every morning only to find that it’s still yesterday, a marketer who lets leads fall through the cracks is doomed to a never-ending loop of unqualified lead generation.
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