Internet marketing is cost effective, targeted, rapid to implement, and offers boundless opportunities for creativity and experimentation. But for IT products and services that don't lend themselves to online ordering, fast-track Internet technology can slow down when high volumes of leads are generated.

The problem is that lead qualification that little-understood but vital middle step between marketing and sales often gets short shrift. At the end of the day, what really matters is what you do with the leads that you generate.

Over the last three years, KnowledgeStorm and The Artemis Group have conducted three intensive surveys into the purchasing behavior of enterprise technology buyers and the sales and marketing practices of major enterprise technology vendors. This KnowledgeNote documents the primary conclusions driven from this research.

Our key findings are that personal contact and timeliness are the most important elements of an effective lead follow-up strategy.

This paper will provide you with ideas as to how your company can gain visibility and control over the lead management function.