"There is a significant shift toward lead management functionality being part of a larger CRM or marketing solution.
Both vendors and clients are looking after AI technologies to facilitate lead management processes. While broadly used, lead management use cases for AI are becoming available in many applications, such as for lead scoring.
Vendors put a strong focus on integration capabilities, especially integration of lead management to content marketing platforms, SFA, digital/e-commerce, PRM applications and retail execution solutions, for the seamless flow and collection of customer data.
Vendors have a renewed emphasis on scalable architecture and the data ingestion and storage capabilities that allow them to consume the massive amount of data generated during lead management processes."