Tom Cruise isn’t the only one who feels the need for speed. For years, B2C marketers have understood the power of the speed of the lead.

Now, B2B marketers are realising they can no longer reside in the slow lane. With competition for the ears and eyes of B2B buyers increasingly fierce, capitalising on the time when a lead is most receptive has never been more important.

With many enterprises weighed down by cumbersome, inefficient systems for managing lead data, the...