HomeResearch Articles Identifying and Resolving Second-Lead Syndrome in Demand Management

Identifying and Resolving Second-Lead Syndrome in Demand Management

  • When managing their demand, organizations often place disproportionate value on new leads in new prospect accounts, while disqualifying or ignoring subsequent leads from the account
  • This tendency, known as second-lead syndrome, often results in limited insight on buyer group engagement in the initial opportunity, as well as missed opportunities in the account
  • Implementing demand management processes that leverage demand units can eliminate second-lead syndrome and maximize the value of each account
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