Trends Report

B2B Lead Management Automation Market Overview

Multiple Vendor Choices And Confusing Claims Slow Adoption

September 22nd, 2009
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Suresh Vittal , Peter Burris , Zachary Reiss-Davis

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.

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