In May, I talked about the definition of the marketing suite and how lead management (LM) is starting to creep into this category. Questions often asked include: Is LM categorized as marketing or sales software? Where does lead management stop and sales force automation (SFA) begin?

These questions sometimes make it difficult to start LM initiatives because the definitions, roles and responsibilities are not well defined. But in sales-focused (typically B2B environments) or hybrid environments, LM can be critical to making the most of opportunities.

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