4) “Pure play” lead management – this group is lead by Eloqua , but there are a LOT of firms throwing their hat into this ring including Vtrenz, Hubspot, Manticore, Market2Lead, Marketo, LoopFuse, einsof, iHance, Precience, among many others. Positioning yourselves as “lead management” does not help differentiate what you REALLY do. They need a platform that fits together with their CRM/SFA systems but separately helps them to identify and sort the best leads from the rest and to nurture those not yet ready to buy. How do you differentiate between these two in conversation?