New TOPO Research study spotlights Lead-to-Account Matching & Routing as revenue tech stack essential; names LeanData “a clear leader” in emerging category
LeanData, the leader in go-to-market operations solutions powering the modern revenue engine, was recognized in TOPO newly released Market Guide for Lead-to-Account Matching and Routing (Aug 2020) as “the dominant provider for complex organizations using Salesforce.” According to the report, this emerging technology category has become one of the most critical applications in the tech stacks of today’s most sophisticated sales and marketing organizations.
“In recent years, we’ve seen lead-to-account matching and routing solutions become integral to the tech stacks of the highest-performing sales and marketing organizations,” said Craig Rosenberg, co-founder and chief analyst at TOPO. “Yet the category still lacks awareness in the majority of the broader B2B market it serves, with many companies relying largely on manual processes for lead management. At TOPO, we believe this vital tech category is quickly becoming a must-have for modern revenue leaders.”
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Lead-to-Account Matching and Routing technology automates the process of associating sales leads, contacts and opportunities with the correct accounts housed within Customer Relationship Management (CRM), and provides the rules to efficiently route them to the right sales rep or other internal contacts.
“Sophisticated go-to-market organizations have begun automating a wider range of workflows in their revenue process,” said Eric Wittlake, senior marketing analyst at TOPO. “We anticipate this trend will continue, and lead-to-account matching and routing solutions will become a foundational part of the infrastructure leading operations teams use to connect their tech stack across their end-to-end revenue processes.”
For organizations with high inbound lead volumes and complex routing environments, automating lead-to-account matching and routing is essential to ensuring leads are properly routed with speed to the right individuals to maximize both customer experience and revenue.