Gartner Research

Know the Capabilities of B2B Lead Management Providers

Published: 28 February 2013

ID: G00249527

Analyst(s): Adam Sarner


Lead management technology has become more sophisticated and complex. Marketers looking to start or upgrade their programs should use Gartner's lead management approach to identify available B2B lead management features.

Table Of Contents


  • Establish Your Minimum Requirements for Lead Management
  • What to Look for From Lead Aggregation Capabilities
  • Evaluate Lead Augmentation Capabilities
  • Evaluate Lead Scoring/Qualification Capabilities
  • Evaluate Lead Nurturing Capabilities
  • Evaluate Lead Process Management Capabilities
  • Measure Your KPIs, and Recognize the Requirements for Analytics
  • What to Do Next

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