According to a research report by BPM Forum, over 80% of generated leads are never followed up on, are dropped, or are mishandled.
Ad agencies often are busy and have a tendency to neglect time sensitive leads that they already have in-house, just waiting for follow-up.
It’s also been my experience that with proactively generated leads, 25% are short-term while 75% are long-term leads. If you’re focused on the short-term, you might be missing out on 3/4ths of your new business opportunities.
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Michael Gass, agency new business consultant, primarily to small and mid-size advertising agencies, utilizing both traditional and new media tools.
