Gartner Research

Critical Capabilities for CRM Lead Management


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.

Published: 13 August 2020

ID: G00464629

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

Table Of Contents

What You Need to Know


  • 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

Inclusion Criteria

  • Critical Capabilities Rating

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