Vision Report

Lead-To-Account Matching: It’s Not Just For Attribution Anymore

September 10th, 2019


Many marketing automation platforms capture leads but do not automatically associate those leads with relevant buying groups, opportunities, and accounts that are in the CRM system. Many B2B organizations already use lead-to-account matching to enable lead routing and attribution but don’t realize that they can adapt it to recognize when buying groups are actively shopping for an organization’s solutions. In this report, we describe why lead-to-account matching should also be used to identify and provide organizations with visibility into the buying groups that are evaluating their solutions.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.