Leads are the lubricant of a well-oiled sales and marketing machine, without them the whole apparatus can come to a grinding halt. Because leads are so paramount to the sales process, marketing events like trade shows are becoming more and more vital to long term sales success. Yet, many organizations and their sales teams fail to place a strong value on leads gathered from trade shows and other event marketing initiatives. Failure to take these leads serious can have a negative impact on your event marketing ROI and your overall sales numbers. We have outlined some great strategies to help your sales force turn your event marketing prospect into purchasing customers.