Gartner Research

How to Align Marketing, Sales and Technology for Successful Lead Management

Published: 31 May 2017

ID: G00328956

Analyst(s): Adam Sarner


Marketing leaders can disagree with sales when defining and prioritizing leads. Hot leads grow cold, and promising leads aren't nurtured. Use these four best practices to add structure to your lead management program, and to strengthen internal collaborations that generate business growth.

Table Of Contents
  • Key Challenges



  • Step 1: Conduct a Marketing and Sales Workshop to Define the Lead Management Process
    • Set Your Objectives, Actions and Timeline
    • Define the Workshop Agenda
    • Define and Prioritize Leads
  • Step 2: Convert Workshop Results Into an RFP
  • Step 3: Collaborate With Sales to Evaluate Vendor Proposals
  • Step 4: Conduct a Pilot Project
  • What to Do Next

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.