We are constantly asked about the best approach to increasing conversion rates and the response tends to always lead to the same conclusion.. Get to the point..
In essence there are various components that lead to a successful outcome, this usually comprises of the following:
1.) Understand what pain-points your product addresses.
2.) Determine the ideal customer profile for the solution.
3.) Build a List of Target Accounts.
4.) Get the List of Target Accounts into a CRM.
5.) In the Accounts object, setup the Type to distinguish the stage of engagement.
6.) Build a List of Leads from the Target Accounts.
7.) Get the List of Leads into the CRM.
8.) As your Sales Team starts prospecting through the leads, make sure they convert Leads to Contacts.
9.) Most Important - Sales teams need to record customer profile data in the Account Object (Not Contact!).
There might seem to be quite a few steps, but it's actually very simple. Marketing Operations is responsible for steps 1 through 7. Once the brushes and canvas are ready, the artist can get creative with the leads and record their success at the account level. This gives your sales team a 10,000 foot overview of what's going on within all the accounts without having to dive into each record.
Only the artist can know all the angles to his masterpiece, but it should helps if this is documented in Salesforce for everyone else to see.