The results are in from a study by research firm CSO Insights, in partnership with Sales and Marketing Executives International (SMEI) and Marketo: the Lead Management Optimization (LMO) Study. CSO Insights has been conducting the LMO Study annually, as a complement to its Sales Performance Optimization study, to gain insight into the role marketing plays in delivering sales opportunities. It reveals how marketing has invested its time into lead management efforts such as lead scoring and lead nurturing over the past year, and relates these data to the results sales organizations have seen.
In addition to providing valuable information on trends that took place over the past year and have led into the current one, these annual "state of lead generation" reports can deliver year-over-year insight into trends over the longer term. Marketo is now pleased to provide complementary copies of two important reports on the 2011 LMO Study: the LMO Key Trends Analysis and the LMO Summary of Charts.