Gartner has published their annual Magic Quandrant for CRM Lead Management and new vendors include CallidusCloud (LeadFormix), ExactTarget and Silverpop. As is often the case with this report, there were some key marketing automation vendors missing like Hubspot and Act-On. Gartner’s inclusion criteria requires revenue for lead management to have been a minimum of $20 million during the past four quarters.
That’s why we found it strange that LeadFormix was included in the mix given that less than 10% of CallidusCloud 2012 revenue came from the LeadFormix product. CallidusCloud generated $95M in 2012 so that would be under $10M for LeadFormix which does not qualify for Gartner’s inclusion criteria.
Also confusing is the mix of pure play CRM vendors like Salesforce.com and SAP with marketing automation vendors like Marketo. Here is how Gartner spins it in the report:
Lead management integrates business process and technology to close the loop between marketing and direct or indirect sales channels, and to drive higher-value opportunities through improved demand creation, execution and opportunity management. Lead management processes include unqualified contacts and opportunities from various sources, such as Web registration pages and campaigns, direct mail campaigns, email marketing, multichannel campaigns, database marketing and third-party leased lists, social CRM and social networking sites, and tradeshows. The output of lead management processes — qualified, scored, nurtured, augmented and prioritized selling opportunities — are handed off to direct, indirect or e-commerce sales channels for action and closure.
This type of inconsistency is opening the doors for new market research providers like G2 Crowd which sells access to its crowdsourced data and provides comparison tools that customers can use.
Click here to download an abridged copy of the Gartner Magic Quadrant for CRM Lead Management.