InformationWeek: The Business Value of Technology

MarketFirst Channel Lead Management Blueprint, which runs on the MarketFirst 2.0 marketing-automation suite, will let businesses capture leads from places that draw potential customers, such as Web sites and trade shows. The software qualifies prospects based on predetermined business requirements and distributes leads to the appropriate resellers or distributors. Reporting and analysis features let businesses monitor which leads are being pursued and which partners are following up on prospects. Partners are provided with Web tools that let them receive and report on leads.

Channel-lead management is ripe for automation, says Steve Bonadio, an analyst with Hurwitz Group. Leads are often sent to the wrong business partners or are never pursued. "Managing leads across indirect channels can be a real nightmare," says Bonadio. "You send leads to partners, and you have no idea who's doing what." Technology, financial services, and insurance companies are among those that may rely on indirect sales channels.

NorthPoint Communications, a Digital Subscriber Line provider for businesses, is using the application to qualify Web site visitors and route contact information for potential customers to Internet service providers. For example, if a prospect is seeking DSL service, Lead Management Blueprint will determine if NorthPoint offers service in that customer's area and pass the lead to an ISP who can fulfill the request. "It lets us put some intelligence behind how we distribute leads," says Judy Levine, the San Francisco company's VP of marketing.

MarketFirst Channel Lead Management Blueprint is available immediately as part of a hosted application service. Pricing ranges from $5,000 to $25,000 per month.