Gartner Research

Critical Capabilities for CRM Lead Management

Published: 13 August 2020


Most companies fail to optimally digitize their lead management practices. For many companies, this results in losing the ability to build better engagement with prospects early on. Application leaders should use this document to introduce new lead management capabilities.

Included in Full Research

  • Critical Capabilities Use-Case Graphics
  • Vendors
    • Acoustic
    • Act-On
    • Adobe
    • Creatio
    • Freshworks
    • HubSpot
    • Microsoft
    • Oracle
    • Pega
    • Resulticks
    • Salesforce
    • SAP
    • SugarCRM
    • Zoho
  • Context
  • Product/Service Class Definition
  • Critical Capabilities Definition
    • Lead Aggregation
    • Lead Augmentation and Deduplication
    • Lead Scoring and Qualification
    • Lead Process Management
    • Multichannel Lead Management
    • Lead Nurturing
    • Analytics and Measurement
    • Integration With Other Applications
  • Use Cases
    • B2B Sales
    • B2C Sales
    • Indirect Relationship Sales
  • Vendors Added and Dropped
    • Added
    • Dropped
    • Honorable mentions
  • Critical Capabilities Rating


Key Findings
  • Lead management systems are increasing in variety, making selection trickier. They can support many use cases that cover everything from lightweight to very sophisticated processes, and can meet the requirements of midsize through to large organizations.

  • Marketing teams need applications that quickly identify prospect behavior, and artificial intelligence capabilities are improving predictive analytics, enabling CRM lead management applications to offer this speed.

  • Organizations with indirect sales channels are collecting, augmenting, nurturing and qualifying leads for their sales partners.


Application leaders supporting lead management projects as part of their CRM sales technology strategies should:

  • Take more care when choosing a CRM lead

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Critical Capabilities: A deeper look into provider offerings

How does a Critical Capabilities report work?

As a companion to the Magic Quadrant™, a Critical Capabilities report scores competing products and services against a set of meaningful differentiators. It reveals which options are the best fit in various use cases to help you focus on the vendors best suited to your needs.

A Critical Capabilities report is more than just a diagram. You also get:

Sharper focus

Narrow down the product and service criteria most important to you.

Individualized use cases

Use interactive features to customize usage scenarios based on your organization’s unique needs.

Faster decision making

Use data to speed up provider selection and accelerate the procurement process.

A Gartner Critical Capabilities report is just one of our many offerings.

We provide actionable, objective insight to help organizations make smarter, faster technology decisions to stay ahead of disruption and accelerate growth.

Pick the right provider with confidence

We use a Critical Capabilities report, the Magic Quadrant and more to ensure you select the best-fit provider to avoid the costly repercussions of a poor decision.

Align deal structures and optimize spend

We benchmark pricing against the market so you avoid unnecessary charges.

Reduce complexity and risk

We analyze contract terms and conditions to protect you against future price increases and unanticipated costs.

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