HomeResearch Articles Lead-to-Account Matching: It’s Not Just for Attribution Anymore

Lead-to-Account Matching: It’s Not Just for Attribution Anymore

  • Most B2B organizations sell to buying groups comprising multiple individuals, many of whom show up in marketing systems as leads
  • Marketing automation platforms capture leads but do not automatically associate those leads with relevant buying groups, opportunities and accounts
  • Organizations that fail to recognize buying groups risk missing opportunities, delivering suboptimal customer experiences and underestimating marketing’s impact
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