The report was based on data from a survey conducted in December 2021 among 1,732 sales, marketing, and operations professionals at B2B firms.
Some 60% of respondents say leads are sometimes assigned to the wrong owner at their company, 5% say they are assigned to the wrong owner about half the time, and 2% say they are assigned to the wrong owner most of the time.
Only 32% of B2B professionals say leads are never assigned to the wrong owner at their company.
Two-thirds of respondents say they are happy with the process they have in place for matching leads to accounts, whereas a quarter say they are able to match leads to accounts but the process is slow and/or error prone.
Some 30% of respondents say that leads at their firm are manually routed by Sales or Operations, 25% say routing is handled by a marketing automation platform, and 25% say they have native assignment rules in their CRM.
Respondents say more automation is the lead management capability that they'd most like to have but currently do not (32% cite).
About the research: The report was based on data from a survey conducted in December 2021 among 1,732 sales, marketing and operations professionals at B2B firms.
You may like these other MarketingProfs articles related to Marketing Technology:
- Martech 2023: Three Trends to Expect
- Marketing at the Speed of Thought: AI Use Cases for Four Content Types
- B2B Marketing and AI for Streamlined and Strategic Communications: Peter Prodromou on Marketing Smarts [Podcast]
- The Most Important Tech and Societal Trends for Marketers in 2023
- The Least Stressful Business Software Solutions [Infographic]
- AI for Business and Marketing: What's Possible (And What's Not)