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A new study found that 82.8% of small businesses do not track ROI on lead generation programs. The study also found that 52.4% of companies surveyed have no formal sales forecasting process in place.
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I've been consulting small businesses for years and can tell you that this is absolutely true!
Tracking ROI on any marketing program, lead generation, seminars or trade shows requires planning and follow through. Typically small businesses are running from one fire to another.
Thee is an industry statistic that 80% of trade show leads are never followed up! Look at the lost opportunities here. How can an ROI be established, if no follow up occurs?