Lead management software helps to automate and organize the sales process. It takes care right from contacts, which are converted to prospective leads to concrete clients. It supports to have a bird's eye view for the sales process and help to take next step or approach based on sequential and latest steps or actions. It aids to make efficient use of available resources, guide them and increase productivity. It helps to define marketing strategies, leads prioritizations, qualifying criteria etc.

Though how must customization you want in this lead management, there are some areas which remains intact such as how many projects /lead, business on hand, lead handled/assigned to, lead closure, leads to sales conversation ration, hot/prospective leads etc.

In short, an important tool for Top and middle level marketing management team.