All Services

From back-end infrastructure to personal productivity, Ergo has the knowledge and experience to match technology to all our client requirements. Our strength is understanding your business. The end goal is always the same, to make businesses more agile and competitive.

More About Our Services
Managed Services

Focus on your core business and leave ICT operations and management to the experts. From 24/7 service desk support to managing hybrid clouds, Ergo have the depth and experience to meet the most demanding service level requirements and ensure continuous improvement. 

More About Managed Services

Highlighted Services

IT Resourcing

Competition for talented technology professionals is huge, which is why we make hiring more personal, taking time to match the right people to the right roles. Our technical experience and recruiting know-how help find the perfect fit for both parties.  

More About IT Resourcing

Highlighted Services

Consultancy Services

Speed of change demands a new generation of digital investments that will drive business enablement and profitability. We support IT leaders, wherever they are on their digital transformation journeys, with our digital assessment methodology. 

More About Consultancy Services

Highlighted Services

Print and Document Solutions

Our goal is to deliver the best possible print and document service for you, leveraging the latest technologies and innovation to ensure the performance of your print environment is optimised to maximise employee productivity.  We take out costs, add efficiencies, wrap it in end-to-end security and make print integral to digital transformation. 

More About Print and Document Solutions

Highlighted Services


Agility is key to business success and the cloud is where to get it. We offer a wide range of cloud services – public, private, hybrid – and provide the best of both worlds by integrating or migrating legacy systems to streamline the way your IT is consumed. 

More About Cloud

Highlighted Services

Digital Enablement

Ergo provides a clear roadmap for digital transformation with practical steps to make businesses more agile and customer-centric

More About Digital Enablement

Highlighted Services

Mobility and Collaboration

Ergo has provided many of Ireland’s largest organisations with an ecosystem of mobile applications and collaboration services that drive productivity without compromising on security

More About Mobility and Collaboration

Highlighted Services

Software Licensing

Businesses struggle to manage software assets and don’t always get the best value. We can help streamline your software purchasing, simplify deployments and maximise your investments. 

More About Software Licensing

Highlighted Services

Security, Risk and Compliance

Risks around cyber security and data protection are an ever-increasing challenge for businesses. We provide security lifecycle management, from perimeter testing and threat analysis to mitigating the impact of a breach. 

More About Security, Risk and Compliance

Highlighted Services

Microsoft Technology Specialisations

With the largest team of Microsoft IT professionals in Ireland – including two Most Valuable Professionals our expertise spans a comprehensive portfolio of products/services

More About Microsoft Technology Specialisations

Type your query and press the "Search now" button

When Does A Lead Stop Being A Lead?

When Does A Lead Stop Being A Lead?

Read The Article
When Does A Lead Stop Being A Lead?
Return to Blog

When Does A Lead Stop Being A Lead?

When I ask, “When does a lead stop being a lead?” to business owners, sales managers, consultants, why do I always get a different answer? After a long discovery process, I recognised that it’s actually the “perception" of what a lead is, that confuses most people. This is a problem because in reality, there is an opportunity cost each time we miss out.

The truth is, we all perceive a lead differently within our own business and industry. Businesses can often fall into a misconception and gradually begin managing and engaging with their leads ineffectively. They soon realise that they are receiving poor results, generating low return on investment, with slow and few new customer acquisitions.

Take for example, a lead can be a person that I have just exchanged my business card with at a networking event. This person can be:

A) Motivated but not interested in my product
B) Not motivated but interested in my product
C) Motivated and interested in my product
D) Not motivated and not interested in my product

Finding the problem

It is our responsibility to then follow up with our leads. It is up to us, to find out their purchasing timeframe, if they have one. I appreciate that building a rapport takes a long time and more than often our leads will require nurturing - taking the time to understand their circumstances, then their interests or problems before offering a solution.

Consider the following:

1. Are your leads motivated?
2. How can you motivate your leads?
3. Can this process be systemised?

With this in mind, when do leads stop being leads? Some typical responses are “when the lead is no longer interested” or “when we have just completed a sale with the lead”. This may be correct for some, however - just because a lead is not motivated right now, does this mean that they won’t be interested in us again in the future? Or does the lead stop doing business with us in the future after we just sold them one of our products?

A lead never stops being a lead

Personally, for me – a lead never stops being a lead. It’s very important to contrast and understand that there are in fact two types of leads, a motivated lead and a non-motivated lead. An example of a non-motivated lead can be, “when the lead is no longer interested” or “when we have just completed a sale with this lead”. Understanding that if we can engage with someone correctly, nurture and add value to them along the process, follow up in a correct and timely matter, more than often, we can convert non-motivated leads into highly motivated leads.  Motivated leads are people who are ready to buy or certain to buy at some time in the future.

The question is, “if it takes so much effort just to convert one non-motivated lead into a motivated lead how can we possibly achieve this for all my leads when I am so busy!?” The simple answer here is leveraging of technology.

Technology is the solution

Dynamics CRM is a very simple and effective system which can help your business to manage its leads effectively. The system offers a high degree of flexibility which means that it can facilitate your business, regardless of how your leads are perceived within your industry.  Dynamics CRM provides capability to easily understand information, to make better informed decisions and therefore, allows us to take the best actions. Charts and Dashboards will quickly identify how much potential revenue we forecast within the sales pipeline and the stage where each lead is at within the purchasing funnel.

In terms of marketing automation from within your CRM system, I would advise using a well-established Microsoft partner software. This is why, my personal choice is ClickDimensions because of its capabilities, ease of use and its ability to nest natively within your existing CRM system. The clear benefit of using an integrated application is that it prevents businesses from managing marketing activities outside their CRM customer database.

Now think about it, imagine having a full 360 degree insight of all your engagements and a single view of a customer? Can this help you to better manage your leads?

One key feature of ClickDimensions, is the new Campaign Automation. We can now easily create interactive automations which will be driven by the behaviour and the responses of our leads. Implementing a targeted approach can significantly help businesses increase sales, build company profiles within the industry and generate more interest in offerings.

We use technology to work hard for us - to simplify and automate how we can do better business with our customers by:

1. Effectively engaging and interacting with clients
2. Measuring and gauging success at each touch point with customers
3. Allowing users to become more selective, taking the right actions at the right time

This is why, a lead never stops being a lead because we can now leverage technology to help our businesses to proactively nurture our motivated and non-motivated leads and to turn numbers into sales. If technology can intelligently help us to build successful relationships, how many more leads can you convert into new or repeatable business?

Talk to Ergo today to find out more about our CRM solutions.

News and Blog Posts

Vigilance as a Service
Steve Blanche
15 February 2019 • Posted By Steve Blanche Chief Technical Officer

Vigilance as a Service

The speed of digital adoption has been such that we really haven’t previously seen such a drastic cultural...

Read now
Treat Print As Seriously As Other Outsourced IT Functions
David Carthy
04 January 2019 • Posted By David Carthy Technical Solutions Manager

Treat Print As Seriously As Other Outsourced IT Functions

Market research shows that outsourcing continues to grow, no doubt helped by the proliferation of cloud services that offer new...

Read now
Ergo named Deloitte Best Managed Company and Great Place to Work for 2019
News 05 March 2019

Ergo named Deloitte Best Managed Company and Great Place to Work for 2019

Read Now
Ergo joins SimplyVital Health Nexus Blockchain Consortium
News 26 February 2019

Ergo joins SimplyVital Health Nexus Blockchain Consortium

Read Now
Cloud Computing - A Mixed Forecast
News 04 February 2019

Cloud Computing - A Mixed Forecast

Read Now

Subscribe to Our Blog

Scroll to Top