What is a lead management operating system?

By Convertr - July 11, 2023

Lead management has been defined as the process of identifying and nurturing potential customers all the way through to conversion, all of which is underpinned by technology that automates this process.

The Convertr lead management operating system (OS) is an extension of this in that it is an all encompassing platform that offers marketers the ability to incorporate and unify all elements of their demand generation programmes – from campaign set up and validation and enrichment, to lead routing and integration.

With an operating system, users can aggregate all data from various sources into one centralised hub, making it simple to attribute leads and keep track of campaign effectiveness and performance.

So where did the operating system originate? We know that from Convertr’s position in the market, as well as studies into current methods, that lead management is often a manual, inefficient and time-consuming process. This is where the term ‘lead management system’ comes into play. Typically, this is described as technology that ‘applies strategic techniques to gain new leads and ensure maximum leads reach the final conversion stage’. The system will ‘define who you’re targeting, how leads move through the pipeline and what criteria determines whether a lead is qualified or not.’

In conjunction with investing in the right tools, it is equally as important to determine what your lead management strategy looks like. This involves understanding your Ideal Customer Profile (ICP), customer demographics, which sources are generating the best engagement and how prospects are interacting with your content. Once these parameters are set, it then puts businesses in a position where they can begin to digitise, automate and invest in their lead management operations.

So what are some of the key features of a lead management operating system?


Convertr collates data from multiple forms and sources, all of which are inputted into the operating system and processed via the rules engine. This includes social, content syndication, events and website forms.

Data Mapping

Once in the platform, data is then validated and enriched depending on the criteria set. By ensuring that data collected is accurate and up-to-date, users can be assured that errors are eliminated and Sales teams are equipped with actionable data that has a higher propensity to convert.

Lead routing

With a lead management OS, users can automate the routing of leads to the desired CRM or marketing automation platform. This supports Sales teams by improving the speed of lead flow, streamlining the sales process and driving a higher number of conversions.

Lead nurturing

Lead nurturing can be a manual, time-consuming process, but with a lead management OS, users can automate emails to ensure that leads remain engaged. The platform also alerts Sales representatives of specific actions, whether that be a form completion or webinar sign-up, which puts them in the best position to contact a potential prospect.

Reporting and analytics

The ability to report on the data is a significant requirement for any marketer. Convertr can track a plethora of metrics such as the number of leads generated, conversion rates and the ROI of a campaign – all of which is critical in gaining a comprehensive view of what is driving the highest engagement.

For B2B marketers who are looking to deliver high quality leads at speed, and ensure that campaigns are generating long-term ROI, they must recognise the value in investing in a lead management operating system. Through digital transformation and automation, Convertr provides a path for success that empowers marketers to transform their current lead management processes. It also allows them to gain the insights needed to make data-driven decisions that will enable them to run high performing demand generation campaigns.

Ready to find out more? Contact our team of experts today to discover how Convertr can help unlock the full potential of your demand generation process.

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