This morning we received notifications from both Marketo and Eloqua promoting the latest Gartner Magic Quadrant on CRM Lead Management. Not surprisingly, they both do very well in the latest release, in fact they are the only two vendors in the “Leaders” quadrant.
Marketers are constantly under pressure to prove value by bringing in leads for sales. In their definition Gartner outlines the scope as:
Lead management integrates business process and technology to close the loop between marketing and direct or indirect sales channels, and to drive higher-value opportunities through improved demand creation, execution and opportunity management.
The key words here are “higher-value opportunities”. Lead Management stops marketers casting a wide net in hopes of bringing in as many hand-raisers as possible – that don’t turn out to be quality leads.
Certainly at the enterprise level, a more targeted accounts-based approach is in vogue, which means creating content and messaging to support the many buyers and influencers throughout the buying process—especially C-suite. The holy grail of marketing is to get to the influencers— the C-suite—who have the ultimate say in how an organisation invests its dollars.
In most cases it may be more effective to focus on producing relevant content across a buyer’s journey than spending 100 percent of your effort on trying to reach the C-level. Lead Management in CRM is a tool to ensure that you are:
- Aiming at the right target companies
- Are engaged with the right people across the targets
- Deliver the right content based upon their role and their stage within the buyers journey
- Handing over the lead to sales at the right time
Tell us what you think by commenting below.