B2B lead management involves capturing, tracking, nurturing, and converting prospects through a structured process aligned with the sales funnel. By using CRM systems, lead scoring, and personalized communication, businesses can prioritize high-value prospects and improve conversion rates.

MarTech contributor Caroline Hodson has published an article answering the question, ‘Is your B2B lead management engine built for today’s reality?’.

She says, “Lead management in B2B has evolved into a systems challenge that spans teams, platforms and the entire revenue lifecycle. It is a complex engineering discipline that requires a holistic, lifecycle-driven approach rather than a simple marketing-to-sales handoff.

In a recent strategy session, we examined what it takes to build a lead management engine today. We concluded that many organizations are still attempting to solve 2026 problems with a 2010 mindset.

To build a successful engine, you must first acknowledge that lead management is a dynamic lifecycle process, not a singular event. It consists of several interconnected components and capabilities that are often initiated by one team but executed across various functions, including sales representatives and account executives, as well as customer success.

For this engine to function, you need a constant, consistent and accessible flow of information across the entire organization. This relies heavily on integrated systems and platforms to ensure that, if a business changes or buying group behavior shifts, your process remains flexible enough to adapt.”

Is your B2B lead management engine built for today’s reality?

MarTech