Gartner Research

What Application Leaders Need to Know About CRM Lead Management Applications

Published: 23 July 2019

ID: G00430083

Analyst(s): Ilona Hansen

Summary

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

Introduction

Analysis

  • 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

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