How To Report

Measurement Mechanics: Lead-To-Account (And Opportunity) Matching

April 27th, 2023
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
Terry Flaherty, VP, Principal Analyst
Terry Flaherty VP, Principal Analyst
Amy Hawthorne, Principal Analyst
Amy Hawthorne Principal Analyst
With contributors:
Cristina De Martini , Ella Sullivan , Ellen Lind

Summary

Various marketing automation platforms (MAPs) capture leads but don’t automatically associate them with relevant buying groups, opportunities, and accounts in the sales force automation (SFA) system. Many B2B organizations use lead-to-account matching to enable lead routing and attribution without realizing that they can adapt it to recognize when buying groups are actively shopping for an organization’s solutions. In this report, we describe the mechanics of lead-to-account matching and the need to extend this capability to include lead-to-opportunity matching to identify specific opportunities inside each account and provide visibility into the associated buying groups evaluating their solutions.

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