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Lead management is a term used to describe the process of acquiring customers. From the initial outgoing advertisement to the ending sale being made, lead management documents with great detail the steps taken to close the sale. Between the beginning and the end, lead management involves tracking the growth and generation of both existing and potential customers, including the categorization of potential leads acquired from various forms of marketing and advertising.

The benefits of lead management are huge. If done well, data can be extracted that can show the strengths and weaknesses of both marketing and sales. With this information, adjustments can be made, boosting profits and efficiency.