Forrester

Why Read This Report

The lead-to-revenue management (L2RM) process calibrates marketing and sales activities around a common success factor — revenue. An optimized process yields bigger pipelines, shorter sales cycles, higher transaction values, and improved customer retention rates for B2B companies. A myriad of marketing automation vendors are vying to claim leadership in providing the software platforms to automate this critical marketing process. These marketing automation vendors are rapidly integrating broad-reaching capabilities across a wide swath of marketing and sales automation categories to meet this need while streamlining and integrating the work of sales and marketing. But there is still work to be done. This report helps B2B marketers understand both the roots (current strength) and the vision (future strengths) of marketing automation vendors before investing in software technology to automate their L2RM processes.