SiriusDecisions: Identifying and Resolving Second-Lead Syndrome in Demand Management

Which is more important, elevating new leads or following up with additional leads from the same account? Unfortunately, many organizations place disproportionate value on new leads from new prospect accounts while ignoring subsequent leads from a known account. This strategy ignores the facts that B2B buying decisions are made many groups within organizations rather than by an individual. This SiriusDecisions research brief explores second-lead syndrome in demand management and provides some tips for overcoming this common oversight.