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Executive Summary
B2B marketers can no longer afford to emphasize lead volume over lead quality. They must refine their processes to capture quality information; validate and score leads; improve lead routing precision and efficiency; develop programs to nurture pre-sale leads; and define metrics that directly identify marketing’s contribution to the sales pipeline.
Table of Contents:
Part 1 - B2B Lead Management Processes Are Broken
Part 2 - Forrester’s Lead Management Maturity Model
Part 3 - Technology Enables Lead Management Maturity
Part 4 - Marketing’s Role Moves Down The Sales Funnel
Length: 15 pages
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