For Technology Marketing Professionals

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	September 22, 2009 B2B Lead Management Automation Market Overview Multiple Vendor Choices And Confusing Claims Slow Adoption by Laura Ramos with Peter Burris, Suresh Vittal, Zachary Reiss-Davis

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Executive Summary

Lead management automation (LMA) requires a degree of process maturity many business-to-business (B2B) firms don't possess, resulting in underachievement by vendors and users alike. Yet, the benefits of adopting LMA are clear: B2B marketers that successfully carry out lead management practices enjoy more predictable conversions, faster sales cycles, and real alignment between marketing activity and sales results. While leading vendors like Eloqua, Marketo, and Silverpop drive results through improved marketing and sales productivity, no technology supplier is yet in a breakaway position. As the market strives to reach maturity, B2B marketers should pick partners that can help mature their processes, as well as come up with innovation and easy-to-use features.

TABLE OF CONTENTS

• B2B Marketers Turn To Lead Management Automation
• Limited Experience And Confusing Vendor Claims Slow Adoption
• Many Vendors Vie To Win The Lead Management Pole Position

RECOMMENDATIONS

• Focus On Usability And Expertise To Navigate LMA Offerings Today

WHAT IT MEANS

• The LMA Market Must Converge To Elevate Best Practices
• Supplemental Material
• Related Research Documents

This is an excerpt

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