The lead generation process is complex due to the different handoffs required to generate a sale. Only if there are seamless handoffs from start to finish do you have an efficient lead generation process.

Response  →  Lead  →  Sales Agent  →  Application  →  Underwriting  →  Funding  →  Sale.

It is critical to understand the leakage in this process at every stage. What are the reasons that a potential customer drops out? Is it timing, information, broken processes, bad prospects, poor sales methods, etc.?