The definition of a sales-ready lead has to be established between Sales and marketing. This is the first goal and determines which lead goes to Sales and which needs to get more attention and further nurturing. By defining a Sales-ready lead by demographic, BANT (budget, authority, need, timeline), completeness of data profile and lead score, you can determine which campaign to use, and where to send off a lead.

Incoming lead processing can also take into account establishing permission for nurturing. Give a prospect the opportunity to opt-in and start a relationship with you while giving them a chance to opt-out at any time.

Finally, allow prospects to customize a relationship with you. Ask prospects how often they want to hear from you and the channel of communication they most prefer - text, phone call, direct mail, etc. Let them customize nurturing communications by format and interest to establish their preferences on their own terms.