HomeResearch Articles Following the Trail of Marketing Leads and Activity

Following the Trail of Marketing Leads and Activity

  • Marketers frequently lament their lack of visibility once marketing qualified leads and influenced prospects move into the sales portion of the demand waterfall
  • Even with automation in place and ground rules set, links to the contacts and campaign history that marketing needs often become broken
  • Process governance, contact management rules and post-sale analysis are the keys to ensuring that marketing contribution links are maintained

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