One of the key focuses for marketers is generating and nurturing prospective customers and MDM can be used to manage customer interest. MDM uses the lead entity to nurture customer interest over time. The lead stores historical interactions and any related information which may include the likelihood of generating a sale. MDM has an adaptable toolset that can be moulded to a wide range of organisations and business process. MDM can cater for the B2B (Business-to-Business) domain or the B2C (Business-to-Consumer) domain efficiently.