Gartner Research

Critical Capabilities for CRM Lead Management

Published: 24 October 2019

ID: G00375508

Analyst(s): Julian Poulter , Noah Elkin , Ilona Hansen , Christy Ferguson


Lead management capabilities drive conversion of unknown contacts to known customers. Application leaders supporting the vendor evaluation process to ensure better-qualified leads for their sales teams can use this research to find the right solutions for five common use cases.

Table Of Contents

What You Need to Know


  • Critical Capabilities Use-Case Graphics
  • Vendors
    • Acoustic (Formerly IBM)
    • Acquia (Mautic)
    • Act-On
    • Adobe (Marketo)
    • bpmā€™online
    • HubSpot
    • Impartner
    • Oracle
    • Pegasystems
    • Salesforce
    • SAP
    • SugarCRM (Salesfusion)
    • X2Engine
    • Zoho
  • Context
  • Product/Service Class Definition
  • Critical Capabilities Definition
    • Multichannel Lead Management
    • Lead Aggregation
    • Lead Augmentation and Deduplication
    • Lead Process Management
    • Lead Nurturing
    • Lead Scoring and Qualification
    • Analytics and Measurement
    • Integration With Other Applications
  • Use Cases
    • Multisite Implementation, B2B
    • Single-Site Implementation, B2B
    • Multisite Implementation, B2C
    • Single-Site Implementation, B2C
    • Indirect Sales Models, Relationship Sales, B2B2C
  • Vendors Added and Dropped
    • Added
    • Honorable Mentions
  • Market Consolidation

Inclusion Criteria

  • Critical Capabilities Rating

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