Gartner Research

What Application Leaders Need to Know About CRM Lead Management Applications

Published: 23 July 2019

ID: G00430083

Analyst(s): Ilona Hansen


B2B organizations are strongly investing in CRM lead management applications to drive conversion of unknown contacts to known customers. Application leaders can use this research with their marketing teams to help them both before and during the vendor evaluation process.

Table Of Contents
  • Key Challenges



  • Research Functions of Your Marketing and Sales Teams to Ensure Broader Assessment Beyond Core Marketing Features
  • Select a Vendor Whose Functions Map to Your Objectives
  • Unify the Revenue-Generating Process Across Marketing and Sales
    • Challenges With CRM Lead Management Evaluation and Adoption
    • Channel Strategy

Gartner Recommended Reading

©2022 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?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.