En el post de hoy quiero mostrar los resultados del estudio de Gartners sobre CRM Lead Management. En concreto el estudio es Gartner Magic Quadrant for CRM Lead Management (by Chris Fletcher, Adam Sarner, Julie Hopkins) de Junio de 2014.
Después del post Magic Quadrant for Sales Force Automation (by Gartner), hoy hablamos de CRM Lead Management.
Lead management processes take in unqualified contacts and opportunities from a variety of sources, including Web registration pages and campaigns, direct mail campaigns, email marketing, multichannel campaigns, database marketing and third-party leased lists, social media, tradeshows, webinars and other events. The output of lead management processes — qualified, scored, nurtured, augmented and prioritized selling opportunities — is handed off to direct, indirect or e-commerce sales channels for action and closure. Lead management integrates business process and technology: to connect marketing with direct or indirect sales channels, and to identify and develop higher-value opportunities through improved demand creation, execution and opportunity management.
CRM lead management applications are primarily implemented to support the sale of considered purchases. A considered purchase is any product or service that represents a significant investment for the buyer, that requires research or involves a complex product/service, or that has a strong emotional or business affinity for the prospect. Companies that implement lead management processes are primarily B2B or business-to-business-to-consumer (B2B2C) business models, but business-to-consumer (B2C) organizations selling high-value, complex products — such as financial services, insurance, capital-intensive consumer products, and sports and entertainment — are also investing in and implementing lead management applications.
El resultado del estudio es Gartner Magic Quadrant for CRM Lead Management (by Chris Fletcher, Adam Sarner, Julie Hopkins) de Junio de 2014 es el siguiente:
Los resultados de este cuadrante mágico o Magic Quadrant de Gartner sobre CRM Lead Management es el siguiente:
LEADERS: Oracle Maketo
CHALLENGERS: salesforce.com, Adobe, IBM
NICHE PLAYERS: Microsoft, Silverpop, Callidus Software, SugarCRM, Zoho.