About Forrester
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Connie is a member of Forrester's Business Technology Futures team, which serves CIOs and their business partners by predicting the long-term business impact of information technology. Her research focus is on smart computing and analytics.
Connie came to Forrester through its acquisition of Giga Information Group in 2003. She has more than 25 years of experience in the IT industry and has been an analyst for 19 years. Most of her research focuses on business process management and business optimization. Prior to joining Giga, Connie managed BIS Strategic Decisions' European IT consulting group, headquartered in the UK. Before then, Connie was vice president of product marketing at TDC (now part of BancTec), a manufacturer of high-end document capture systems. She was also a manager with Andersen Consulting (now Accenture), specializing in document management, document imaging, and end user computing. Earlier, Connie was with Wang Laboratories, where she managed Wang's technical support resources for the US Department of Defense and intelligence agencies. She began her career in IT and management at Mathematica Policy Research.
Connie was the co-champion of Forrester's 2009 Business Technology Forum, with its theme of "Lean: The New Business Technology Imperative." Connie also co-championed Forrester's 2007 Technology Leadership Forum, with the theme of "Design for People, Build for Change," and Forrester's 2008 Technology Leadership Forum, themed as "Embrace Technology Chaos, Deliver Business Results." Connie is a widely sought speaker. She has keynoted at many industry events, chaired 10 business process and workflow conferences in Europe and the US, and co-chaired Giga's "Leveraging Knowledge" conference. Connie also served as a director of AIIM International, the premier association for the content management industry, and is a member of the Association of Business Process Management Professionals.
Connie attended the University of North Carolina at Chapel Hill and holds a B.A. in political science and history from East Carolina University and an M.B.A. in information systems from George Washington University.
Landscape: The Lead-To-Revenue Playbook
In order to establish the current state of lead-to-revenue management (L2RM) practices among tech marketers, we recently analyzed 80 client inquiries on the topic that tech marketing professionals...

This provisional lead-to-revenue process catalog is a companion tool for the processes module of Forrester's lead-to-revenue playbook. Designed to jump-start your own process documentation, it...

I’ve seen too many lead-to-revenue initiatives underperform because insufficient attention was devoted to process. And, I’ve seen an equal number stall because the attempt to...

Performance Management: The Lead-To-Revenue Playbook
The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing's activities (and budget) to the result of revenue generation. But effective performance management of...

I’ve been having a lot of conversations, recently, about sales and marketing alignment. (Well, honestly, who working in B2B marketing hasn’t?) In Forrester’s most recent...
Processes: The Lead-To-Revenue Playbook
Lead-to-revenue management (L2RM) is all about optimizing processes and practices to ensure that every scintilla of potential revenue is realized from your marketing investment. A well-designed and...

Vision: The Lead-To-Revenue Playbook
The need to calibrate marketing spend to revenue generation was the seminal driver of lead-to-revenue management (L2RM). But savvy B2B marketing leaders are going beyond revenue performance...

I recently stumbled upon a very old quote from Peter Drucker, which completely nonplussed this lifetime marketer. Mr. Drucker observed (in his 1973 book Management: Tasks, Responsibilities, Practice)...
This results chain toolkit is a companion tool for the processes module of Forrester's lead-to-revenue playbook. Forrester recommends that B2B marketing leaders use a results chain model to frame and...

Tools And Technology: The Lead-To-Revenue Playbook
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...

Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle. Although it varies greatly with product complexity and market...
The goal of lead-to-revenue (L2R) process management is not to move hundreds or thousands of "leads" through a process of sequential attrition until tens or hundreds of deals emerge. The goal of the...

The University of Massachusetts released its annual survey of social media usage at Fortune 500 companies. The report revealed that in the past year, these business giants have increased...
Oracle announced today that it will acquire Eloqua, a SaaS marketing automation provider. Oracle’s stated motives address, head-on, the zeitgeist facing the 21st century marketer. ...
A long time ago, a savvy marketing consultant told me, “The role of the sales person is to teach the customer how to buy”. That is still true, but the wisdom has morphed a bit with...
Demonstrating the revenue return on marketing investment is the No. 1 issue for B2B marketing executives. In Forrester’s Q4 2011 B2B Marketing Organizations And Investments Survey, when we...
B2B marketing leaders are striving to position their companies as “thought leaders.” And why not? If you do not have a truly disruptive technology, product, service or idea (in...