Sales Lead Management Association

What Sales Lead Management Association does

The Sales Lead Management Association (SLMA) is a private industry association organized under Funnel Media Group, LLC, founded in 2007/2008 and headquartered in Lynden, WA with an additional CEO office in Bellingham, WA. It serves B2B/B2C marketing and sales professionals focused on sales lead management, claiming 8,200+ members worldwide. The association is run by a small team of 1-10 employees led by CEO James Obermayer and VP Marketing Sue Campanale.

SLMA's core product is a content and community platform built around 300+ articles written by 60+ contributing authors, the Funnel Radio Channel (live internet radio with 8+ podcast shows), and annual recognition programs including the 40 Most Inspiring Leaders, 20 Women to Watch, and 50 Most Influential lists. The technology stack is a standard content-publishing site with embedded audio distribution, not a SaaS or AI-driven platform.

The business model is sponsorship- and advertising-funded. Membership is free, eliminating member acquisition friction, while revenue is generated from corporate sponsorships (VanillaSoft as gold sponsor, plus GoldMine CRM, Zuant, Workbooks, Outward Media, ClickPoint Software, and others) and display advertising placed against the content and radio inventory. The association's commercial value proposition is targeted access to a niche sales-lead management audience for CRM and sales-tech vendors. Recent ownership has changed, with Funnel Media Group sold to Susan M. Finch.

Name

Sales Lead Management Association

Legal name

Funnel Media Group, LLC

Website

https://salesleadmgmtassn.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

SLMA is a private industry association serving 8,200+ sales lead management professionals worldwide, funded by corporate sponsorships and display advertising, and publishing industry articles, podcasts, and annual recognition programs.

Ownership category

akta.pro rank

Product category

Industry Association / Trade Association Services

NAICS

Business Associations (813910)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Lead Distribution, CRM/MarTech Integration & Sync (THAHAGAM)

akta.pro secondary industries

Survey/Panel-Based Lead Capture & Co-Registration Services (BPAFAKAN), Inbound Lead Qualification & Routing (MQL/SQL) (BPAAADAC)

Keywords

• Sales lead management
• Industry association services
• Professional recognition programs
• Marketing community building
• Industry content publishing

Headquarters

HQ city

Lynden

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Membership Dues: Free membership program open to professionals in sales lead management, B2B and B2C marketing and sales management.
2. Corporate Sponsorships: Lead generation sponsorship programs and corporate sponsorship opportunities for companies in the sales lead management, CRM, and marketing technology space.
3. Corporate Memberships: Enhanced corporate directory listings and premium membership options for companies seeking visibility among the association's membership base.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

SLMA is an industry association for sales lead management professionals, offering free individual membership plus paid corporate sponsorships and corporate memberships. It delivers a content platform (300+ articles, blog, buyer's guide), the Funnel Radio Channel podcast network, annual recognition awards (40 Most Inspiring Leaders, 20 Women to Watch, 50 Most Influential), Sales Lead Management Week events, and lead-generation sponsorship opportunities for CRM and martech vendors.

Product overview

The Sales Lead Management Association (SLMA) is an industry association focused on sales lead management, not a product company. It offers a portfolio of membership services, content platforms, and recognition programs. The core offerings include SLMA Radio and the Funnel Radio Channel (live internet radio/podcast programs), recognition programs (50 Most Influential, 40 Most Inspiring Leaders, 20 Women to Watch), annual Sales Lead Management Week events, an industry blog with 300+ articles from 60+ authors, a Buyer's Guide directory, ROI calculators, corporate membership with directory listings, and lead generation sponsorship opportunities. The association connects over 8,200 worldwide members through networking, education, and industry recognition.

Differentiator

Problem solved

Functional benefit

Brands

• 40 Most Inspiring Leaders in Sales Lead Management: Annual recognition program for leaders in the sales lead management field
• 20 Women to Watch in Sales Lead Management
• 50 Most Influential
• SLMA Radio
• Hi Visibility Press Program

Products and services

• Corporate Membership Program Paid corporate membership tier providing directory listing, member directory access, member-to-member discounts, and access to SLMA resources, content, and networking opportunities for companies operating in the sales lead management, CRM, and marketing technology space.
• Lead Generation Sponsorship Program Paid sponsorship program enabling CRM, marketing automation, and lead-generation vendors to generate sales leads from SLMA's 8,200+ worldwide subscriber and visitor base through banner advertising and corporate sponsorships at gold and minor tiers.
• Funnel Radio Channel Live internet radio network broadcasting eight sales and marketing shows on Thursdays 9am-1:30pm PT, including INSIDE Inside Sales, Market Dominance Guys, SLMA Radio, Sales Pipeline Radio, The Practical CMO, and Asher Sales Sense, distributed via Apple Podcasts, Stitcher, Google Play, Blubrry, Spotify, iHeartRadio, and Alexa.
• 40 Most Inspiring Leaders in Sales Lead Management Annual member-voted recognition program honoring inspirational leaders in sales lead management across four categories: B2B/B2C Marketing Management, B2B/B2C C-Level Management, Lead Generation Company Professionals, and Software/Web Application Company Professionals.
• 20 Women to Watch in Sales Lead Management Annual recognition program highlighting women leaders in the sales lead management field, with winners determined by SLMA member voting.
• 50 Most Influential Annual recognition program for the most influential leaders in the sales lead management industry, with winners selected through SLMA member voting.
• Buyer's Guide Resource Directory Comprehensive resource guide covering CRM (Industrial/Manufacturing, Inside Sales, Insurance/Mortgage), database resources, consulting, demand generation, marketing automation, sales engagement, software, telemarketing, and trade show services for SLMA members seeking vetted vendor partners.
• Sales Lead Management Week Annual industry event focused on sales lead management topics and professional development, anchored to SLMA's recognition program elections.

Quantifiable outcome

• 8,200 worldwide members served
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• VanillaSoftcoreGTM or Marketing PartnerVanillaSoft is a gold-level sponsor of the SLMA. The company provides sales automation and lead management software, with the SLMA promoting their platform and featuring their content. VanillaSoft hosts 'INSIDE Inside Sales' podcast on the Funnel Radio Channel.
• GoldMine CRMcoreGTM or Marketing PartnerGoldMine CRM is a corporate sponsor of the SLMA, providing relationship management solutions for businesses. The company offers both cloud and on-premises CRM solutions and has over 1 million users worldwide.
• Zuant (High Performance Software Ltd.)coreGTM or Marketing PartnerZuant is a lead capture platform built for iOS, configured for trade show and event lead retrieval. Integrates with Salesforce.com, Eloqua, and posts data via HTTP. Featured sponsor of the SLMA.
• WorkbookscoreGTM or Marketing PartnerWorkbooks is a UK-based provider of web-based CRM and business applications, serving small and mid-size organizations. Founded in 2007, they are a sponsor of the SLMA and provide CRM, marketing, customer support, order management, and fulfillment solutions.
• Outward MediacoreGTM or Marketing PartnerOutward Media specializes in Active Data Services, Email Marketing, and Multi-channel Marketing. Based in Los Angeles, the company provides B2C and B2B marketing data with a focus on data quality. OMI pioneered B2B email in acquisition campaigns.
• ClickPoint SoftwarecoreGTM or Marketing PartnerClickPoint Software provides lead management and lead distribution software. Founded in 2007 in Scottsdale, AZ, they serve Fortune 500 companies and small businesses with integrated marketing automation, lead management, and call routing solutions.
• Fusion Marketing PartnerscoreGTM or Marketing PartnerFusion Marketing Partners (FMP) provides outsourced B2B Marketing and Lead-to-Revenue (L2R) services including brand building, website optimization, content creation, digital marketing, and lead generation. Located in Colorado Springs, CO.
• ActiveConversioncoreGTM or Marketing PartnerActiveConversion provides turnkey sales and marketing technology systems for the industrial sector. Specializing in industrial manufacturers, distributors, and service providers, they offer inbound and outbound marketing capabilities with over 500 projects completed since 2004.
• DemandLabminorGTM or Marketing PartnerDemandLab is a marketing technology agency recognized among the SLMA's 40 Most Inspiring Leaders. They provide lead lifecycle strategies, marketing automation, CRM platforms, and data analytics services. CEO Rhoan Morgan is a two-time winner of the SLMA's 20 Women to Watch award.
• Funnel Radio ChannelcoreStrategic or Co-development PartnerThe Funnel Radio Channel is a partnership between the SLMA and Funnel Media Group for live internet radio/podcast programming. The channel broadcasts live on Thursdays starting at 9am Pacific and produces eight marketing and sales shows. SLMA Radio is hosted by Rhoan Morgan and James Obermayer.
• Bookyourdata.comminorGTM or Marketing PartnerBookyourdata.com is an online B2B contact targeting tool featured in the SLMA Database Resources section. Allows targeting by contact titles, industries, and countries for direct marketing purposes.
• LeadTRACK SoftwareminorGTM or Marketing PartnerLeadTRACK Software provides sales lead management solutions, featuring prominently in SLMA articles about lead management best practices. President Jim LaBelle contributes content to the association's resource library.
• Protocol Integrated Direct MarketingminorGTM or Marketing PartnerProtocol B2B helps B2B marketers leverage database marketing to improve sales productivity. SVP Lisa Cole-Paquin contributes articles on database profiling, targeting, and segmentation to the SLMA resource library.
• Raab AssociatesminorGTM or Marketing PartnerRaab Associates is a vendor-neutral consultancy specializing in marketing technology. Principal David M. Raab helps marketers select the best marketing technologies and service vendors through assessment, identification, and deployment support.
• Commence CorpminorGTM or Marketing PartnerCommence Corp is listed as a trusted partner/resource in the SLMA's vendor ecosystem, providing CRM and business software solutions.
• Direct Marketing PartnersminorGTM or Marketing PartnerDirect Marketing Partners is listed as a sponsor and trusted partner in the SLMA's resource directory.
• Pedowitz GroupminorGTM or Marketing PartnerPedowitz Group is a marketing consultancy and sponsor of the SLMA, providing marketing operations and demand generation expertise.
• Heinz MarketingminorGTM or Marketing PartnerHeinz Marketing, led by Matt Heinz, provides demand generation and marketing services. Matt Heinz hosts Sales Pipeline Radio on the Funnel Radio Channel.
• PointClearminorGTM or Marketing PartnerPointClear is listed as a sponsor and trusted partner, providing outsourced teleprospecting and lead generation services.
• LeadMDminorGTM or Marketing PartnerLeadMD is a marketing services firm and sponsor, providing marketing automation consulting and execution services.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• MarketingProfs: Marketing professional community offering training, content, and events supported by corporate sponsorships. Closely comparable business model to SLMA — free individual membership monetized via B2B marketing sponsors and content marketing.
• Sales Management Association: Membership organization serving sales leaders with research, benchmarking, and certification programs. Highly comparable to SLMA as a peer sales/marketing professional association with paid membership and corporate sponsor revenue.
• CMO Council: Executive membership organization for chief marketers, supported by corporate partner programs and thought leadership content. Comparable to SLMA in targeting B2B marketing leadership with research, recognition, and sponsor-driven programs.
• ITSMA: Membership organization focused on B2B marketing and sales enablement, producing research, benchmarking, and executive programs for technology and services firms. Directly comparable to SLMA's B2B sales/marketing community focus.
• Business Marketing Association (BMA): Professional association for B2B marketers offering education, networking, and recognition programs. Comparable peer to SLMA in serving B2B marketing professionals through chapter-based events and corporate sponsorships.

Emerging players

• Pavilion (formerly Revenue Collective): Private membership community for B2B sales, marketing, and revenue leaders. Comparable to SLMA in serving the same buyer persona but uses a paid-membership model and digital community platform, representing an alternative monetization approach.

Broad incumbents

• American Marketing Association: Largest professional marketing association in the U.S. with paid membership, local chapters, certification, and major sponsorship programs. Broader scope than SLMA but operates the same association model monetized through member dues and corporate partnerships.
• Association of National Advertisers (ANA): Large advertiser trade association with paid corporate membership, research, conferences, and training programs. Comparable to SLMA as an industry association serving marketing/lead-generation buyers with diversified member and sponsor revenue.
• Demand Gen Report: B2B media brand covering demand generation, marketing operations, and lead management with sponsored content, events, and research. Comparable to SLMA as a content/community hub monetized through martech sponsorships.
• Forrester (SiriusDecisions): Major research and advisory firm with deep B2B sales and marketing operations research practices acquired via SiriusDecisions. Comparable to SLMA as a thought leadership source for sales lead management professionals, though operated as a paid research subscription rather than association model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xtwitter.com/SalesldMgmtAssn
• YouTubeyoutube.com/salesleadmanagement
• LinkedInlinkedin.com/e/gis/53355/668538760AF5
• Pinterestpinterest.com/salesleadmgmt

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sales Lead Management Association