Executive Summary (This is a document excerpt)

Challenged to shorten long sales cycles and convey concise benefits about complex products, software marketers require sophisticated lead management practices to engage and land prospects. Compared with other business marketers, software firms use more information to validate and qualify leads, work harder to automate lead management processes, and track campaign responses more effectively. Software firms are more open to the role that technology plays in improving marketing effectiveness and many have overcome traditional organizational barriers to enable lead management success.

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