Identifying And Resolving Second-Lead Syndrome In Revenue Management

When managing demand, organizations often place disproportionate value on new leads in new prospect accounts, while disqualifying or ignoring subsequent leads from that account. This tendency, known as second-lead syndrome, often results in limited insight on buying group engagement in the initial opportunity, as well as missed opportunities in the account. Implementing processes that leverage opportunities with buying groups can eliminate second-lead syndrome and maximize the value of each account. In this report, we define second-lead syndrome and provide guidance on how to diagnose and eliminate this process inefficiency.