As per Gartner - Lead nurturing is an increasingly automated approach used to help potential leads progress through the sales funnel and their buying journey. Lead nurturing is essential to both engaging potential buyers and providing qualified prospects for sales. A CRM software operationalizes the lead nurturing process. From customer segmentation to campaign launch & lead scoring to performance tracking. While defining CRM requirements, an organization should define features for lead nurturing and make it part of their product evaluation.