From Lead to Student: The Enrollment Sales Value Chain

Inquiry Overview

An online marketing company sought to create a value chain representation of marketing-related business processes and associated vendor solutions.

Key Questions

• What marketing processes occur between lead generation and conversion?


• What is the "state of the art" in postsecondary recruitment methods?


• What do vendors (both lead-aggregators and recruitment-focused CRM providers) typically offer as features of their lead-generation and lead-refinement packages?

Methodology

To execute its analysis, Eduventures relied upon extensive secondary source research. This investigation even reached into industry verticals adjacent to the education space, so as to provide a comprehensive assessment of "state of the art" marketing technologies and to best estimate future trends in higher education marketing.