B2B demand generation and sales optimization is largely focused on increasing productivity through various forms of automation, including lead nurturing, lead scoring, lead routing and customer relationship management (CRM).

A lead management system frees up time for sales representatives to focus on high yield activities like engaging qualified prospects and closing sales. Lead scoring optimizes sales resources by allowing sales representatives to concentrate on the 10 to 25 percent of leads that are likely to close, instead of wasting time qualifying leads.