Unica Corporation announced the acquisition of MarketSoft Software Corporation, a privately held provider of lead management and event-detection solutions. Unica paid $7.25 million in cash and assumed specified liabilities in acquiring substantially all of the assets of MarketSoft, including all of MarketSoft's technology and customer contracts.
Leading industry analysts see the growing importance of lead management to EMM and the need for marketing organizations to broaden their role in lead collection, qualification, prioritization, augmentation and distribution. According to an April 2005 report from Gartner, Inc., "With increasing emphasis on revenue growth, many companies are being inundated with leads through referrals across lines of business, campaign management, event-triggered marketing and re-engineered touch points (for example, Web sites, branches/offices or call centers)." The report continues, "Through 2008, expanding marketing's role in the lead management process will increase high-value opportunities by more than 50 percent and will more than double conversion rates."
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