Each direct marketing campaign depends on a series of factors for its success. Careful planning is vital to ensuring that response rates are high and sales conversions numerous to effectively improve return on investment (ROI). Among such factors are the season, even the time of the week when the direct mail piece arrives, how relevant its message is felt to be by the consumer at that time and how strong the actual offering really is. When you add leads to the crm, you always add where this lead comes from. The crm system then tracks these leads, and will report on how many leads you get from each source and how many of them convert into a sale. This will save you time analysing data from lots of different sources.