Trends Report

CRM Plus Marketing Automation Equals Engagement

Modern Marketing Widens The Lead-To-Revenue Process Gap

June 30th, 2015
Kate Leggett, VP, Principal Analyst
Kate Leggett VP, Principal Analyst
Lori Wizdo, null
Lori Wizdo
With contributors:
Stephen Powers , Peter O'Neill , Arelai Ephraim , Jacob Milender , Matthew Izzi

Summary

Customer relationship management (CRM) has traditionally been the core technology that organizations use to manage customer relationships. So it's no wonder that B2B marketers and their technology management colleagues look to their CRM solutions to help them make the pivot to customer obsession. But CRM solutions are not the best platforms to deepen customer engagement or to nurture prospects. The increased use of modern marketing tactics like digital advertising, content marketing, and thought leadership has created a plethora of early-stage leads that B2B marketers cannot manage through CRM. Lead-to-revenue management (L2RM) automation has emerged to fill the void. This report shows B2B marketers how CRM and L2RM solutions can work together to create an end-to-end customer engagement system.

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