Whether it's dealing with data overflow or trying to define and automate the right lead-nurturing processes, marketers must rely on themselves first and software second.
“Marketers need to think more about the definition of lead management and how to tie it into the sales process,” IDC's Gerard said. “There's definitely strong technology to support a lead-management process. But too many marketers buy technology and how it drives their processes. That's where they stumble horribly. You've got to get your own processes right first. Software platforms help, but there's also a lot of analytic and process rigor, and a bit of art, still required to get it right.” M