We have all said it and we have all heard it, there was even a survey complete last year that concluded that a majority of marketers are still basing email marketing success on message opens and clicks, while management is looking at the impact on revenues.

So, what is the missing link between message opens/clicks and revenues?

Of course there are not simple answers. However, I know one thing that more a more of my colleagues are being asked to measure and that is sales leads; old school lead generation with new school technology.

B2B organizations that send email campaigns now have the ability to generate Sales Lead reports for their sales team, when using the right technology. We have heard report from partners and clients who have experienced an increase in monthly sales from this unique technology. Some boasting 40% increase in sales by adding email marketing lead generation programs into the mix.

Of course, this is talking my book so I would like to invite others to share a story or two about lead generation.