MarketScope for CRM Lead Management
13 March 2011

Chris Fletcher

Gartner RAS Core Research Note G00210628

Investments in lead management will grow faster than the CRM market in 2011 as companies focus on customer acquisition and revenue.

What You Need to Know

This document was revised on 18 March 2011. For more information, see the Corrections page on

Lead management processes, done right, enable top-line growth, and can show a quantifiable link between marketing investment and revenue. However, the technical complexity of multichannel lead management processes, organizational challenges impacting implementations, and ongoing vendor merger and acquisition activity will create confusion in the market and cause some user organizations to delay investment decisions.


Gartner's 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 organization's 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.

  • Gartner's "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.

  • Market consolidation will continue throughout 2011. The lead management market saw consolidation in 2010 and the first months of 2011, including the acquisition of Aprimo by Teradata, and Unica by IBM, and of the intellectual property (IP) of Market2Lead by Oracle. This market consolidation will continue in 2011, creating viability concerns for some vendors, and raising issues around technology road maps/directions for the acquired or merged companies.

Market/Market Segment Description

Lead management integrates business process and technology to close the loop between marketing and sales channels, and to drive higher-value opportunities through improved demand creation, execution and opportunity management.

Lead management processes take in unqualified, "raw" leads from a variety of lead generation sources, including Web registration pages and campaigns; direct mail campaigns; e-mail marketing; multichannel campaigns; database marketing and third-party leased lists; social CRM and social networking sites; and trade shows. The output of lead management processes — qualified, scored, nurtured, augmented and prioritized selling opportunities — are handed off to direct sales and channel sales organizations.

Inclusion and Exclusion Criteria

Market Presence

To be included in the MarketScope for CRM Lead Management, a vendor must meet the minimum criteria for product, revenue and client installed base. For the purpose of this research, the term "product" refers to licensed, on-premises applications or software-as-a-service (SaaS), cloud-based application services. A vendor must:

  • Have a stand-alone lead management product or a lead management product that is integrated and sold as part of a CRM suite, sales force automation (SFA) application or marketing automation (MA) application

  • Have a lead management product that provides, at minimum, the capabilities defined in the Technology section (below)

  • Have a lead management product available for license in the market for a minimum of two years, and capable of delivering lead management functionality to midsize and large enterprise clients

  • Have revenue of a minimum of $5 million per year (made up of a combination of product or service licenses, annual maintenance, and professional services provided by the vendor)

  • Have a cash position to fund at least one year of business operations at the current burn rate

  • Provide sufficient professional services or professional service partnerships to fulfill customer demand

  • Demonstrate a global scope by having sales and support capability in more than a single geographic region (North America, EMEA or the Asia/Pacific region), and technology and system integration partnerships capable of supporting global implementations


To be included in the MarketScope for CRM Lead Management, a vendor must provide all the following capabilities as a standard or optional component of their licensed or SaaS-based products. These criteria need to be met by the lead management vendor, not based on third-party products or services (e.g., custom application development provided by a service provider or consulting organization). A vendor must have the ability to:

  • Accept leads generated from a multichannel lead generation system or campaign, such as leads generated from websites, inbound and outbound call and contact centers, e-mail marketing, direct-mail marketing, third-party databases/lists, social networking/social CRM sites, or mobile marketing campaigns.

  • Store all lead information in a lead management or CRM database resident in the lead management application, as well as the ability to store information in a separate application or database (e.g., a CRM suite application).

  • Retain, access, use and analyze all related information required for the processing of the lead, from conception to closure, and the ability to integrate with stand-alone CRM or SFA applications and extract data (e.g., date and total value of a closed opportunity) to use in closed-loop marketing analysis.

  • Append missing or additional information (e.g., missing e-mail fields) to the lead from external, third-party sources, and to integrate and store this information into the lead management database and associate it with the appropriate lead or customer information. Ability to eliminate incomplete, redundant or duplicate lead information, based on criteria set by the end-user organization. (Note: This capability does not have to be part of the lead management system.)

  • Create a lead qualification process, including the ability to process the lead through a minimum of three qualification steps, and to store the qualification information to use as part of the lead scoring process. All criteria involving lead qualification, lead scoring, lead augmentation, lead assignation, and lead reporting or analytics are mandatory functionality, and need to be available as part of the lead management application or SaaS service, without the need for custom application development, third-party applications or services, or manual processes.

  • Automatically and dynamically score a lead, based on at least three lead qualification criteria, and to route that lead to the next appropriate lead management process, based on the score.

  • Create multiple lead qualification and scoring processes, based on criteria such as a campaign, product type, customer segment, estimated customer value or seasonal criteria. Ability to execute multiple lead qualification and scoring processes simultaneously, and to dynamically route the leads that meet qualification or scoring criteria to the next appropriate lead management process.

  • Automatically and dynamically assign a lead to a direct sales channel, indirect sales channel (e.g., agent, distributor, OEM, partner, value-added reseller [VAR]) or automated sales channel (e.g., e-commerce engine or website), based on lead qualification, lead scoring, campaign criteria, lead management metrics or analytics, or lead routing metrics. Ability to track data related to when the lead was assigned (e.g., date, channel or salesperson, and relevant lead information) to the sales channel.

  • Be notified, based on data or application integration with an integrated or third-party CRM or SFA application, of the closing of a lead, and to store relevant sales data (e.g., date of closure, total value of sale, sales channel involved) about the sale, so that it can be used by reporting or analytics functionality in the lead management application (closed-loop marketing).

  • Ability to store, in an internal or external database or data repository, data to enable reports, analytics and/or business intelligence (BI) related to the entire lead management process.

Vendors Included in This MarketScope
  • Aprimo

  • Eloqua

  • Leads360

  • LoopFuse

  • Manticore Technology

  • Marketbright

  • Marketo

  • Microsoft (Microsoft Dynamics CRM)

  • Neolane

  • Oracle (Siebel Marketing)

  • Pardot


  • Silverpop

  • TreeHouse Interactive

  • Unica

Vendors Not Included in This MarketScope

The following vendors were excluded from this MarketScope because they did not meet the inclusion criteria:

  • Oracle (CRM OnDemand) — Oracle's solution for CRM OnDemand, CRM OnDemand Marketing, was not generally available at the time of evaluation; the product became available in February 2011. We anticipate an evaluation of this solution in future research. Oracle Siebel Marketing met the inclusion criteria and is included in this MarketScope.

  • — The vendor's lead management functionality is embedded with its SFA product, which provides only a subset of the minimum required functionality for this MarketScope. Gartner believes that it would make sense for to make an acquisition in the lead management segment to fill what is now a functional gap; however, Gartner also believes that, as long as the company's strong growth continues, lead management is not a high priority for and it will continue to look to AppExchange partners to provide lead management capability. Users of with robust lead management requirements can choose among several AppExchange partners, including Aprimo, Eloqua, Marketo and others.

  • SAS — Although SAS has strengths in marketing analytics and multichannel campaign management, the vendor did not meet all of our technology inclusion criteria.

  • Teradata — Teradata did not meet all of our technology inclusion criteria. The vendor completed its acquisition of Aprimo in January 2011, and Aprimo is included in this MarketScope.

Rating for Overall Market/Market Segment

Overall Market Rating: Promising

Our outlook for investing in lead management technology continues to be Promising, due to several factors:

  • The demand for lead management capabilities continues to grow faster than the overall technology market and the CRM market, driven by the high priority placed on customer acquisition and customer retention (cross-selling and upselling activities) by senior sales, marketing and operational management executives.

  • There is strong innovation in lead management technology product capabilities, deployment options, consulting and system integration services, and integration with core CRM, e-commerce, social CRM, events and trade shows, call and contact center, mobile, and other customer-facing engagement points.

  • The business environment is such that it continues to keep senior management focused on strategic investments, such as customer retention and customer acquisition.

However, our enthusiasm for strong growth and continued investment in lead management is tempered by several realities:

  • Process and governance issues continue to delay lead management deployments. Companies continue to be challenged by their lack of explicit, documented lead management and related (e.g., SFA, partner relationship management [PRM], e-commerce) processes.

  • Multichannel lead management, integrating several customer-facing channels (such as Web, e-mail, mobile, social and virtual trade events) continues to challenge marketing practitioners. Many companies start with two channels, such as e-mail and Web, and expand to additional challenges as companies gain experience and maturity in using the lead processes.

  • Analytics and key performance indicators (KPIs) for lead management are challenges. Although most companies generate lead management analytics or KPIs, a closer look shows that most of these KPIs are simplistic, tactical metrics, such as the number of raw leads generated from a campaign. Few companies have spent the necessary time, made the necessary investments and committed the necessary resources to develop, implement and continually improve KPIs that can guide their lead management initiatives.

  • The lead management market has an over-reliance on a small number of vertical B2B and B2B-to-consumer (B2B2C) industries — primarily, high technology, financial services and business services. This overconcentration on a few early adopter industries shows that lead management is still in the early days of market development and market growth.

  • Market hype and market consolidation continue as vendors vie for market share and augment their portfolios. The MA market saw consolidation in 2010, including the acquisition of Aprimo by Teradata, and Unica by IBM, and of the IP of Market2Lead by Oracle. This market consolidation will continue in 2011, creating viability concerns for some vendors and raising issues around technology road maps/directions for the acquired or merged companies. The lead management market will continue to be good for investors as this merger and acquisition activity plays out, but could also put downward pressure on lead management revenue growth as enterprise customers wait for clear market leadership.

Evaluation Criteria

Table 1. Evaluation Criteria

Evaluation Criteria
Overall Viability (Business Unit, Financial, Strategy, Organization)
Viability includes an assessment of the organization's overall financial health, the financial and practical success of the business unit or company, and the likelihood of the individual business unit or company continuing to invest in the lead management product, offer the product and advance the state of the art in the organization's portfolio of products.
Customer Experience
This includes the relationships, partnerships, products and services, and programs that enable clients to be successful with lead management systems. Specifically, customer experience includes the ways in which customers receive technical, implementation or account support. It can also include ancillary tools, customer support programs (and the quality thereof), the availability of user groups and SLAs. A key metric is successful live production deployments.
Geographic Strategy
This is the vendor's strategy to direct resources, skills and offerings to meet the specific needs of geographic regions outside the "home" or native geography, directly or through partners, channels and subsidiaries, as appropriate for that geography and market. While no weighting is given to one region over another (North America, EMEA, the Asia/Pacific region), vendors with a presence in several or all regions will be scored higher.
These are the core goods and services offered by the vendor that compete in/serve the lead management market. This includes current product/service capabilities, quality, skills, technology and architecture, whether offered natively or through OEM agreements/partnerships, as articulated in the market definition and detailed in the subcriteria.
Sales Execution/Pricing
This refers to the published list price of the vendor's product (licensed or SaaS), including any optional modules needed to meet the minimum product requirements defined above. Annual maintenance fees (if any), and any required services, training, implementation fees, customization or related services, will be compared and evaluated.
Sales Strategy
Partnerships with service providers, third-party application developers, add-on applications or service providers, strategy or process consulting providers, and any other partners (VARs, distributors, OEMs, technology providers) will be compared and evaluated.

Source: Gartner (March 2011)


Figure 1. MarketScope for CRM Lead Management

Figure 1.MarketScope for CRM Lead Management

Source: Gartner (March 2011)

Vendor Product/Service Analysis


Aprimo provides a range of MA applications, including marketing resource management (MRM) and lead management. Teradata completed its acquisition of Aprimo in January 2011 for approximately $525 million. Headquartered in Indianapolis, Aprimo was privately held until the Teradata acquisition. Gartner estimates Aprimo's revenue for 2010 to be approximately $80 million.

Because of its broad MA, MRM and lead management capabilities, Aprimo tends to be used by larger companies with requirements that include (but also extend beyond) lead management. The vendor has customers using its lead management in B2B, business-to-consumer (B2C) and B2B2C applications. Aprimo claims more than 200 enterprise customers, and has a sales and support presence globally, including in the U.S., U.K., France, the Netherlands, Singapore, India and other countries. Top vertical industries include high technology, business services and financial services; global system integrator (GSI) relationships include Accenture and Capgemini.

Aprimo's Marketing Studio On Demand is a SaaS application that provides content management for the storage of digital assets and collateral, such as product brochures, webinars and case study materials; a workflow and business process engine to build campaigns and lead management processes; and the ability to store lead management analytics within Marketing Studio On Demand for reporting, analytics and KPIs. Aprimo was listed as a Leader in Gartner's 2010 Magic Quadrant for Marketing Resource Management. Lead management objects enable the creation and use/reuse of standard lead processes within multiple applications; lead assignment rules enable leads to be routed to the appropriate escalation or sales point, based on criteria such as geography, lead value or lead score; and visitor monitoring enables the tracking of known and anonymous visitors to a website or landing page, and the ability to link that visitor's activity to a lead process. Aprimo has also extended capabilities for lead scoring categories and lead funnel analytics. Marketing Studio On Demand language support includes English, French, German and Dutch.

We rate Aprimo as Positive, based on its strong financial position, its global presence and broad customer base, and a lead management product set that is scalable, supports complex lead management processes, and aggregates data to support sophisticated lead management analytics and KPIs. However, while the acquisition by Teradata brings new technologies and a stronger corporate presence to Aprimo, it will also introduce short- to medium-term uncertainties as the two companies develop an integrated technology road map. Aprimo could be an appropriate choice for clients with more-complex lead management capabilities, those that currently or will require additional MRM functionality, and those that implement campaigns in multiple regions or countries.

Rating: Positive


Founded in 1999, Eloqua is an established MA company offering lead management and campaign management for B2B and B2B2C companies, and for B2C companies selling larger, "considered purchase" products. Eloqua is headquartered in Vienna, Virginia, and has locations in Canada, U.K., Germany and Singapore. In January 201,1 Eloqua reported 2010 revenue of $51 million, a 32% increase over 2009. Eloqua claims approximately 900 corporate customers globally in the high technology, business services, media and networks, and financial services industries; notable GSI and technology partnerships include Accenture, Capgemini, Harte-Hanks, Microsoft, NetSuite, Oracle and

Eloqua's flagship product, Eloqua10, is a SaaS MA product providing a new user interface (UI), drag-and-drop lead management campaign building, and improvements in analytics and reporting. Pricing tiers include Eloqua Express, Eloqua Team and Eloqua Enterprise. Related components used in lead management processes include Eloqua Insight, Eloqua for Microsoft Outlook, Eloqua Prospect Profile and Eloqua Discover. Eloqua10 can accept raw, unqualified leads from a variety of sources, such as leased databases, CRM applications, or website landing pages or forms. Eloqua10 supports bidirectional lead synchronization with several CRM applications, including those from Data tools enable data normalization, cleansing and appending based on role; Web services APIs enable data integration from third-party applications, such as Demandbase, Jigsaw or Adobe Connect, for campaign execution, reporting and analysis functions. Lead scoring can be based on click-throughs from an e-mail or website, a form submission, or values such as budget or geographic region provided by the visitor. Lead scores can also be accumulated for an individual visitor, title or area of responsibility, or collectively for a company. Lead processes can include scoring, routing and nurturing programs, all of which can be concatenated together using a graphical lead workflow. New analytics and reporting enable the creation of reports against data held in Eloqua or in a separate application, enabling KPI and revenue cycle analysis. UIs for reporting can use HTML and Adobe Flash.

Gartner rates Eloqua as Positive for lead management. The company has sophisticated MA and lead management capability (which Eloqua characterizes as revenue performance management), a broad range of strong technology and GSI partnerships globally, and support for multiple languages. Users often note that Eloqua's broad functionality comes at the cost of a steeper learning curve than competitive products, especially in the early part of the implementation or when building complex lead management processes. Users also comment on the higher cost of Eloqua, and the resources required to develop and deploy a solution, compared with competing vendors' solutions. However, Eloqua10 has a simplified and easier-to-use UI that users note is a major improvement over the prior release, and users also comment favorably on Eloqua's support and expertise in lead management. Eloqua offers an optional SmartStart program, a three- to five-day preimplementation program leveraging the vendor's professional services and best-practice experience to reduce time to productivity. Companies evaluating lead management technologies should consider the complexity and sophistication of their requirements, and the time and resources required to develop and deploy a lead management solution, against Eloqua's breadth of technology, system integration and technology partnerships, global presence, and lead management expertise.

Rating: Positive


Leads360 is a lead management vendor focused on the mortgage, financial services, insurance and education markets. Founded in 2004, the vendor sells primarily in the U.S. Leads360 has approximately 60 employees, and Gartner estimates that it generated about $9 million in revenue in 2010.

Leads360 is a AppExchange partner, and also has a technology partnership with StrongMail. It currently has no GSI partnerships, but has supported implementations in Australia, South Africa and the U.K. with internal professional services. Leads360 has implementations at several recognized mortgage, insurance and for-profit higher education institutions. The product is SQL-Server and .NET-based, and its lead management functionality includes the ability to integrate leads from several vendors, such as LendingTree or Bankrate, and enables lead nurturing, prioritization, scoring, routing and distribution. The product also has an optional intelligent dialer for outbound sales processes.

Gartner rates Leads360 as Caution. The vendor's strength lies in its experience in the financial services and insurance industries, from which a majority of its revenue comes, and in its functionality designed for those companies, such as the ability to work with acquired lead lists from third-party providers. However, Leads360's size, limited GSI and technology partnerships, and largely North American focus make it suitable primarily for companies in its current markets.

Rating: Caution


LoopFuse is a privately held firm headquartered in Atlanta and was founded in 2007. The vendor is focused on the small or midsize business (SMB) that needs cost-effective B2B lead management functionality. LoopFuse does not release financial information or estimates of average deal size, but claims 1,400 client companies worldwide, mostly in the SMB segment. Gartner estimates the vendor's revenue at approximately $7 million in 2010.

LoopFuse's pricing ranges from a free account that stores up to 1,000 prospects and sends 5,000 e-mails per month to a tier that supports 250,000 prospects for $3,000 per month. The vendor offers a basic, but reasonably complete, range of MA capability; LoopFuse is an AppExchange partner with, and provides connectors to LinkedIn, Jigsaw and WordPress. The product includes a lead flow builder for creating lead capture, nurturing and scoring processes; website visit logging and reporting; a marketing analytics dashboard, and e-mail marketing, inbound marketing and search engine marketing. Reference customers spoke highly of the product's functionality, the value proposition given its price points and the high level of support.

LoopFuse offers a cost-effective lead management solution, particularly for SMBs or divisions of midsize and large enterprise companies. Gartner rates LoopFuse as Promising. Midsize and large enterprise companies that require a lead management solution should evaluate LoopFuse's product functionality and cost-effective business model against its modest financial strength, geographic reach and emerging partnerships.

Rating: Promising

Manticore Technology

Manticore Technology is a privately held lead management vendor headquartered in Austin, Texas. Founded in 2001, the vendor claims 120 customers and sells predominantly in the U.S. Gartner estimates Manticore Technology's revenue to be approximately $5 million. Vertical industries include high technology, financial services and business services. Technology partnerships include Microsoft, Oracle, and SugarCRM.

Manticore Technology provides basic lead management capability, with a focus on e-mail and Web campaigns. The vendor's value proposition focuses on ease of use and cost-effectiveness, and customers speak highly of the level of support provided. Manticore Technology has not yet announced specific support of social networking channels, and the ability to generate KPIs and analytics from within the company appears to be limited.

Enterprises with simple lead management requirements, and those that do not require support outside the U.S., could consider Manticore Technology for its simple, but cost-effective, lead management capabilities.

Rating: Caution


Marketbright provides MA and lead management SaaS applications and services. Headquartered in San Bruno, California, Marketbright was founded in 2005. The vendor is privately held, and Gartner estimates Marketbright revenue to be less than $5 million. In May 2010, Marketbright announced it had established a relationship with CDC Software, in which CDC would make a minority investment in Marketbright, and the two companies would resell each other's technologies and jointly engage in strategic development. Marketbright sells to the high-technology and telecom industries.

Marketbright provides basic lead management that integrates Web, e-mail and event management. The vendor has recently gone through some senior management restructuring. Its financial stability, at least before the CDC investment, was in question, and the company has yet to provide a definitive product direction stemming from the CDC relationship. Gartner believes that Marketbright could be an acquisition target in 2011, and that its viability hinges on whether an acquisition occurs.

Rating: Caution


Marketo was founded in 2006 by former executives of Epiphany. The vendor received $54 million in venture funding, including $25 million in November 2010. It claims 900 corporate customers and more than 300% revenue growth from 2009 to 2010. Gartner estimates Marketo's 2010 revenue to be approximately $15 million.

Marketo has three primary products: Marketo Lead Management, Marketo Sales Insight and Marketo Revenue Cycle Analytics. Lead management capabilities are broad and include lead generation, nurturing, scoring, e-mail marketing and digital asset management, primarily targeting the marketing professional. Sales Insight is intended for use by sales and sales management and, with Revenue Cycle Analytics, the vendor provides tools and insight to manage the lead-to-cash cycle. Technology partnerships include, Boomi and Jigsaw (now owned by GSI and consulting partnerships include The Pedowitz Group, Antarctica Digital and Datarati. Marketo was ranked as a Niche Player in Gartner's 2010 Magic Quadrant for Multichannel Campaign Management.

Reference customers spoke highly of the completeness of Marketo's products, especially in regard to revenue management and analytics. The product was frequently cited for being both feature-rich and having a relatively short time to productivity. One of the key differentiators of Marketo is its focus on revenue performance management, rather than lead management. Dashboards and analytics for sales, marketing, sales management and sales operations focus on the contributions that leads make to revenue generation, and track lead volumes, values and lead-to-cash metrics. Users noted that prior versions of Marketo had shortcomings in regard to revenue analytics, and that the release of Revenue Cycle Analytics was a major improvement on prior versions.

Marketo markets aggressively and its recent influx of cash has helped to fund development of its products and its corporate profile. The vendor's sales and support capability in EMEA and the Asia/Pacific region is limited; Marketo recently announced plans to open an EMEA sales and support office, while one of its partners, Datarati, has exclusive reseller rights for the Asia/Pacific region. Relationships with Tier 1 GSIs are notably lacking. Companies with a focus on leads, and specifically on managing marketing and lead management's contribution to revenue, should consider Marketo. However, companies with a global B2B or B2B2C presence, and those that require more-extensive MA capabilities (such as MRM) in addition to lead management, must balance the need for an effective, but targeted, lead management solution against a broader, but likely more complex and more expensive, solution.

Rating: Positive

Microsoft (Microsoft Dynamics CRM)

Microsoft's lead management capability is embedded in its Microsoft Dynamics CRM application, making it one of the few vendors highlighted in this research that can provide both CRM and lead management in the same application set. Microsoft claims 24,000 corporate customers of Microsoft Dynamics CRM. The functionality included in this evaluation refers to Microsoft Dynamics CRM 2011, which was released in its online form (SaaS) in 1Q11.

Microsoft Dynamics CRM lead management supports all the mandatory requirements of this MarketScope, including lead collection and a lead database, analytics and reporting, lead workflow, and routing. The workflow capability is based on Windows Workflow Foundation; Microsoft also provides several prebuilt workflows for lead management or CRM processes. Microsoft Dynamics CRM also supports conditional formatting for simpler, user-defined workflows. The product is available in a licensed format or as a hosted, SaaS application; hosting can be provided by Microsoft, through its Azure network of SaaS services, or through Microsoft partners. Microsoft was ranked as a Leader in the 2010 Magic Quadrant for Sales Force Automation.

The vendor has a number of technology and GSI partnerships for Microsoft Dynamics CRM, including Avanade (a joint venture between Microsoft and Accenture), Acxiom, HP-EDS and Miller Heiman. Microsoft also has partnerships with several lead management vendors, including Aprimo, Eloqua and ExactTarget, which integrate with Microsoft Dynamics CRM.

While using the lead management functionality in a CRM application is rarely best of breed, this integrated approach eliminates several complications that come with using separate vendors and technologies for lead management; integration issues surrounding lead management (e.g., issues around where lead data is kept to support complete KPIs and analytics) are reduced, if not eliminated. Using a single vendor for CRM and lead management also eliminates the need to pay for a second product, and reduces the number of vendors involved in an implementation.

Microsoft Dynamics CRM is appropriate for companies that do not have complex lead management requirements, or for companies that are at the early stages of developing and deploying lead management processes and prefer to use technology from a single vendor. The product is also appropriate for companies that have already deployed Microsoft Dynamics CRM for adjacent CRM applications, such as SFA or customer support, and want to leverage current investments. Companies that require lead management, and that use or plan to use Microsoft Dynamics CRM, should evaluate its integrated lead management functionality before investing in additional best-of-breed products.

Rating: Promising


Neolane, founded in 2001, has corporate headquarters in France and sales/support offices in the U.S., U.K. and Denmark. The company has approximately 250 corporate customers in B2B and B2C industries. Privately held, Neolane reported 2010 revenue of $30 million and growth of 40% over 2009. Primary industries served include high technology, financial services, retail and consumer goods, and life sciences. Technology and integration partnerships include Adobe-Omniture, D&B, Microsoft, Oracle, CSG's Quaero Solutions Group and Neolane was ranked as a Niche Player in the 2010 Magic Quadrant for Multichannel Campaign Management.

Neolane products include Neolane Lead Nurturing and Lead Tracking, Neolane Marketing Resource Management and Neolane Interaction. These products can be licensed on a SaaS basis or as a perpetual license. Neolane 5 supports lead collection and aggregation from digital sources, such as the Web, e-mail campaigns and social media sites, and from offline activities, such as events or call/contact centers. API capabilities enable data input from third-party applications or rented lists, and provide extract and transformation tools for cleansing and standardizing data, lead management workflow and routing, lead scoring and augmentation processes, and analytics and reporting.

Reference customers spoke highly of Neolane support, and of the product's ability to scale and support multiple campaigns across multiple countries and regions. Customers noted the high degree of flexibility and configurability possible with Neolane, as well as its MRM functionality; however, they also noted that the high degree of configurability could challenge the less sophisticated user. Neolane is best-suited to companies with more-complex lead management requirements, and those that need to support multinational or multiregional campaigns.

Rating: Positive

Oracle (Siebel Marketing)

Gartner rates Oracle Siebel Marketing as Positive for lead management. Siebel Enterprise Marketing Suite (Siebel Marketing) is integrated with and requires functionality from Siebel CRM, and is not appropriate for companies that do not have or plan to implement Siebel CRM. The primary lead management functionality is found in Siebel Lead Management, which enables outbound phone and sales campaign execution and follow-up, inbound response handling, response and lead qualification and scoring, lead management, and lead-to-opportunity handoff/conversion. Siebel Lead Management can be used without other Siebel Marketing modules. Lead Management is integrated with Siebel Campaign Management, which enables the development and execution of multichannel lead generation, lead augmentation and lead nurturing processes using e-mail, Web, event, contact center, partner and mobile channels. This module uses a graphical campaign designer tool to build lead generation and management processes. The Campaign Management module is integrated with Siebel Sales and enables the handoff and tracking of qualified leads to direct and indirect sales channels. Other modules, such as Siebel Email Marketing, can be leveraged for e-mail-centric lead management processes; Oracle Marketing Analytics can collect data across the lead management process to develop and deliver lead management analytics and KPIs.

Siebel Marketing provides depth across the MA process, including lead management, and provides good integration for sales and channel sales teams using Siebel Sales. The depth and integration of the Oracle Siebel product line also adds complexity to the development and deployment of lead management applications. The Siebel Lead Management module provides much of the functionality required for lead management, but some companies may have to acquire additional modules (e.g., Campaign Management or Oracle Marketing Analytics), depending on the depth of functionality required; there is some functional overlap between Siebel Marketing modules, and companies should compare specific feature/function requirements and clearly understand the level of investment required. Siebel Marketing should be evaluated by enterprise users that require breadth of sales and MA functionality, in addition to lead management, those that are prepared to commit the resources required by a larger and more-complex lead management implementation, and those that have deployed or plan to deploy Siebel CRM.

Rating: Positive


Pardot is a privately held company headquartered in Atlanta and was founded in 2007. The vendor sells MA into small and midsize B2B companies, and high technology is its leading vertical industry. Gartner estimates Pardot revenue at approximately $5 million. The vendor's technology relationships include Microsoft Dynamics CRM, NetSuite, and Sugar CRM.

Pardot's design objective was to build an inexpensive, easy-to-use lead management product that targeted the Fortune 10,000, rather than competing in the midsize and large enterprise segment. Pardot claims to have more than 425 corporate customers, primarily in high technology, and those customers (which include several very recognizable names) spoke highly of the vendor's product approach, quality of support, and the responsiveness of the sales and management team. Customers also spoke highly of Pardot's integration with CRM applications and social applications. The vendor can integrate e-mail, Web and landing page activity, and social software interactions as part of its lead management capability. The Pardot Desktop, known informally as LeadDeck, uses Adobe Air to deliver qualified leads to sales reps via a TweetDeck-type UI.

Gartner rates Pardot as Caution. The vendor's financial scale and organizational scope are limited. Smaller companies with finite budgets and requirements should look at Pardot, but its value proposition approach may not be appropriate for midsize and large enterprise companies that require more scalability, or for companies with more-global support resources and relationships.

Rating: Caution


SAP provides lead management functionality as an embedded and integrated feature set within the SAP CRM application. The vendor does not break out revenue of lead management functionality or SAP CRM, and Gartner has not estimated SAP's lead management revenue. SAP's lead management capability is embedded as a set of features and capabilities within SAP CRM. This means that SAP's lead management capability is available only to customers using SAP CRM; SAP cannot provide lead management functionality through partnerships with other CRM vendors, for example, nor can the lead management functionality be delivered without implementing SAP CRM. This embedded functionality has the advantage of providing the potential for tight integration with other SAP software assets. However, it also limits the possible reach of SAP's technology to its customers, and brings with it a fair degree of complexity.

SAP CRM provides an integrated analytics and reporting system for generating lead management dashboards, analytics and KPIs; digital asset management for marketing collateral; and a customer database of information that integrates directly with MA and campaign management applications. SAP CRM supports e-mail and Web-based lead management campaigns, as well as the ability to integrate social channels and offline channels, such as events and webinars. SAP also offers an optional SAP CRM Rapid Deployment Solution (CRM RDS) that includes a preconfigured, but limited, scope solution to reduce deployment time; SAP offers RDSs for campaign management, lead management and MRM applications.

Reference users noted the complexity of the lead management capability, and the deep level of interdependence with SAP CRM and other SAP assets could be daunting for some companies, while also providing a high degree of functionality for companies prepared to allocate internal resources to the development and support of complex lead management processes through SAP CRM. Gartner rates SAP's lead management as Promising. SAP's lead management is appropriate only for companies that have implemented SAP CRM or that are planning to, and that require a single vendor for CRM and lead management capabilities.

Rating: Promising


Silverpop provides MA and e-mail marketing solutions. Established in 1999 and headquartered in Atlanta, the vendor claims 1,200 corporate customers and saw a 30% growth in customers in the last year. Privately held, Gartner estimates its revenue to be approximately $50 million, with about 80% coming from North America. Technology partnerships include Microsoft Dynamics CRM, NetSuite and Silverpop also has several GSI, agency and consulting relationships, including AcquireB2B, Acumen Solutions and Engage-Digital. Industry segments include high technology, financial services and healthcare.

Customers spoke highly of Silverpop's short time to productivity, cost-effectiveness, high e-mail deliverability rates, and its ability to support e-mail, Web and social campaigns. Customers commented on the limited functionality of Silverpop's Web design tool, and KPI/analytics were frequently handled externally. Companies that chose Silverpop over its competitors in lead management had a focus on e-mail marketing, did not require extensive MA functionality beyond lead management, and had limited internal technical or marketing resources.

Companies requiring scalable, e-mail-centric and Web-centric lead management, and those that will not require advanced MA capabilities in the future, can consider Silverpop as a cost-effective and relatively simple lead management solution.

Rating: Promising

TreeHouse Interactive

TreeHouse Interactive is headquartered in Salt Lake City, was founded in 1997, and sells to high-technology, retail and sports industries. Approximately 70% of the vendor's revenue is from the U.S., with the remainder from Germany, Singapore, Canada and the U.K. TreeHouse Interactive is privately held; Gartner estimates its revenue at approximately $10 million. Technology partnerships include Adobe, Microsoft, Oracle and

In addition to Marketing View, the company's lead management product, the vendor has a sales management and a PRM product. Many of its customers deliver lead management campaigns through multitier and indirect sales channels. TreeHouse Interactive has the ability to monitor digital behavior from anonymous and identified Web visits, e-mail activity, purchase activity, and document/resource download activity, and uses this insight to target, score, nurture and automatically distribute leads. Marketing View includes the ability to also create and track KPIs and metrics such as lifetime customer value.

The vendor's focus on lead management and indirect channels makes it somewhat unique; many of its customers use it for lead management and tracking through partners, such as VARs, distributors and brokers, and TreeHouse Interactive's analytics and reporting have the ability to track leads through the channel to closure. Companies with lead management requirements, and those that sell through partner or indirect channels, may find unique value in this product.

Rating: Promising


Unica, an IBM company, is a well-established MA vendor; founded in 1992 and acquired by IBM in 2010, Unica's last independent fiscal year (September 2009) showed revenue of approximately $100 million, including $30.7 million in revenue in the quarter ending 30 June 2009. Gartner estimates that approximately 40% of Unica's revenue is from outside the U.S. In 2010, Unica was a Leader in the Magic Quadrant for Multichannel Campaign Management and the Magic Quadrant for Marketing Resource Management. Unica has the ability to deliver campaigns through multiple channels, such as e-mail, Web, print and events, and to deploy and manage multiple campaigns in multiple markets. Unica's customers tend to be enterprise-scale B2C companies with a global or multiregional presence. B2B industries in which Unica has a presence include high technology, financial services and B2B2C companies selling considered-purchase products. Unica's technology and GSI relationships include Accenture, HP, Microsoft, Oracle, CSG's Quaero Solutions Group and Tata Consultancy Services (TCS).

Unica provides a scalable set of lead management capabilities that were originally built around the needs of companies that required large-volume B2C lead generation and lead management campaigns. A variety of Unica products combine to create the lead management solution. Unica Leads provides lead collection and aggregation; augmentation of leads with data or content; automatic routing of leads based on value, score, geography, or other value fields; and the ability to track a lead through closure for closed-loop reporting. A new UI and dashboard for reporting and analytics came with the Unica Enterprise 8.0 release in October 2009. Unica Campaign and Unica Interact combine to execute nurturing and scoring activities. Unica Detect can be integrated with a lead management campaign to react to customer transactional or Web activity. Unica NetInsight can be used to capture website activity, and Unica eMessage can deliver mobile or e-mail messages designed to augment a prospect with additional content or information.

Unica's lead management capabilities are most appropriate for large organizations that require the ability to process large volumes of leads across multiple campaigns and regions. However, Unica's scale also means that the product may not be the best choice for companies with simpler lead management requirements, or that are small or midsize companies with limited financial and marketing resources. Unica Leads is most appropriate for larger-scale B2B and B2B2C lead management requirements, or for B2C companies providing expensive or considered purchase products.

Rating: Positive

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Strategic Planning Assumption(s)

By 2015, 30% of Global 2000 companies that focus on improving lead management processes will increase revenue 5% to 10% through better qualification, prioritization, distribution, augmentation, allocation, tracking and closing of leads from multiple lead-generation sources.

Vendors Added or Dropped

We review and adjust our inclusion criteria for Magic Quadrants and MarketScopes as markets change. As a result of these adjustments, the mix of vendors in any Magic Quadrant or MarketScope may change over time. A vendor appearing in a Magic Quadrant or MarketScope one year and not the next does not necessarily indicate that we have changed our opinion of that vendor. This may be a reflection of a change in the market and, therefore, changed evaluation criteria, or a change of focus by a vendor.

Gartner MarketScope Defined

Gartner's MarketScope provides specific guidance for users who are deploying, or have deployed, products or services. A Gartner MarketScope rating does not imply that the vendor meets all, few or none of the evaluation criteria. The Gartner MarketScope evaluation is based on a weighted evaluation of a vendor's products in comparison with the evaluation criteria. Consider Gartner's criteria as they apply to your specific requirements. Contact Gartner to discuss how this evaluation may affect your specific needs.

In the below table, the various ratings are defined:

MarketScope Rating Framework

Strong Positive
Is viewed as a provider of strategic products, services or solutions:

  • Customers: Continue with planned investments.

  • Potential customers: Consider this vendor a strong choice for strategic investments.

Demonstrates strength in specific areas, but execution in one or more areas may still be developing or inconsistent with other areas of performance:

  • Customers: Continue planned investments.

  • Potential customers: Consider this vendor a viable choice for strategic or tactical investments, while planning for known limitations.

Shows potential in specific areas; however, execution is inconsistent:

  • Customers: Consider the short- and long-term impact of possible changes in status.

  • Potential customers: Plan for and be aware of issues and opportunities related to the evolution and maturity of this vendor.

Faces challenges in one or more areas.

  • Customers: Understand challenges in relevant areas, and develop contingency plans based on risk tolerance and possible business impact.

  • Potential customers: Account for the vendor's challenges as part of due diligence.

Strong Negative
Has difficulty responding to problems in multiple areas.

  • Customers: Execute risk mitigation plans and contingency options.

  • Potential customers: Consider this vendor only for tactical investment with short-term, rapid payback.