For CMO & Marketing Leadership Professionals

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	January 12, 2007 B2B Marketers Can Learn From Software Firms Software Marketers Are Mature Lead Managers, But Have Room To Improve by Laura Ramos with Elana Anderson, Julie M. Katz, Jennifer Joseph

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Executive Summary

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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