Organizations invest significant sums of money to generate new business leads. Frequently, the number of new clients generated by this investment is a fraction of the number of total leads generated. This seemingly indicates that much of a company's sales and marketing investment is wasted, generating leads that do not turn into business. Abachi research examined where leads were lost (attrition) and the reasons for the attrition. The paper includes a methodology for reducing the number of leads lost.
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