Forrester reported over three years ago that the lead management market was heating up…

“Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. Most recently, Marketo just announced their lead management solution. While honored, I also find reviewing these solutions confusing because there is a lot of variation in the product presentations and overlap between categories. And it’s not clear to me if lead management automation deserves to be a separate category or to be subsumed as part of the broader marketing platform. (I know Suresh Vittal includes lead management as a component of his enterprise marketing platform. But does the B2B need the same platform components as B2C?) Here’s how I see it and I’d like to hear your views as well.”

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