Summary
In today’s B2B environment, lead management must evolve from a simple handoff between marketing and sales into a coordinated lifecycle engine driven by integrated data and cross‑team execution. Organizations still using outdated approaches struggle with fragmented stacks, unclear definitions, and invisible “silent research” where buyers explore without leaving signals. To succeed, companies must align strategy, unify platforms, capture and enrich data, and orchestrate multichannel engagement that supports continuous insight sharing. Effective engines prioritize flexible systems over isolated tools, support account and individual contexts, and tie AI and automation into a broader framework that drives measurable progression toward conversion.
Martech
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