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Analytics Dominate CRM Lead Management Products: Gartner

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Investments in predictive analytics, dashboards, and KPIs are coming to CRM lead management offerings, according to Gartner’s most recent Magic Quadrant report for the category. The finding is reflective of an increasing number of IT organizations aiming to deliver more and better intelligence for sales and marketing users.

For IT leaders to succeed in organizations that prioritize sales and marketing, it’s important to think like marketers and even to make friends with the chief marketing officer. Doing so can drive revenue and add value for the overall business. It can also elevate the profile of IT within the overall business.

One of the key roles for CIOs and IT leaders to play in helping sales and marketing is in the evaluation, deployment, maintenance, and support of an essential tool, CRM lead management applications. These tools for both business-to-business and business-to-consumer marketing take data from multiple sources, and then qualify, score, nurture, augment, and prioritize leads for sales organizations.

IT leaders say their organizations are targeting more investment on the analytics piece of CRM lead management tools. That’s according to Gartner’s most recent Magic Quadrant report for CRM Lead Management.

(Image: Olivier Le Moal/iStockphoto)

(Image: Olivier Le Moal/iStockphoto)

Gartner’s fifth edition of this report looks at 17 vendors offering discrete applications and integrated packages in this area. The company defines CRM lead management applications as primarily supporting the sale of “considered” purchases.

A considered purchase is one that represent a significant investment by the customer or one that is a particularly complex solution, and so causes the customer to do more research.

Big trends in the market CRM lead management solutions market this year include a stronger focus on ease of use, redesigned UIs, and integration with other applications, Gartner said in the report. Gartner also said there is now a bigger emphasis on increasing collaboration between marketing and salesdepartments fostered through these CRM lead management products.

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