Apples and Oranges


To further muddy the waters, some marketing automation vendors have actually dropped the term “marketing automation” and instead have labeled their solutions “Lead Management Automation.”    In fact three of the top five marketing automation vendors either use the term “lead management” to describe their solution or have it listed as a product/solution offering. 

Numeric Scoring: The Key To Lead Management Success

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They: 1) Sit with sales, talk about leads, and come to an agreement about what is a Marketing Qualified Lead (MQL). and set a numeric threshold that leads must attain before they earn the MQL status and get passed to sales. Three key ones that we look at: profile match, engagement level, and buying cycle position. The third dimension we use is the lead's position in the buying cycle.