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. think the lead management platforms hit directly on these problems and will shift marketing’s role from filling the pipeline to managing the customer lifecycle. Customer-centricity is essential to lead management maturity. Exciting times.