Report Date: March 2011 Gartners first MarketScope for Lead Management provides guidance to organizations planning to invest in new lead management applications, services or projects, and organizations planning to upgrade, reassess or refine existing lead management systems. Use this MarketScope to understand the opportunities and challenges that marketing executives are experiencing when building and deploying lead management processes, and to guide initial vendor selection based on your organizations requirements. Key findings include: " Lead management has become an investment priority as companies focus on customer acquisition and retention to maintain and grow revenue streams. " Gartners "Hype Cycle for CRM Marketing Applications, 2010" shows that lead management is entering the Plateau of Productivity. At this stage of market maturity, companies implementing effective lead management processes and technology can expect to see quantifiable benefits, particularly in improved conversion rates and increased sales. " Companies implementing lead management technologies continue to be challenged by issues such as ensuring that marketing processes are aligned with direct and indirect sales objectives, and justifying technology investments to senior management. " Multichannel lead management generates a lot of interest, hype and discussion; however, more than 75% of companies that have invested in automating lead management leverage only two channels, primarily e-mail and Web landing pages. " Social media is just beginning to be integrated into structured lead management processes by companies that have moved beyond e-mail and Web landing pages. Companies also continue to evolve strategies around whether social media can be an effective lead management channel, and how metrics for social interaction can guide these efforts.
Mentions: Aprimo, Eloqua, Leads360, LoopFuse, Manticore Technology, Marketbright, Marketo, Microsoft, Neolane, Oracle, Pardot, SAP, Silverpop, TreeHouse Interactive, Unica
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Topics: Market Research, Competitive Intelligence, Competitive Strategy, Market Intelligence