Forrester

For Sales Enablement Professionals

Report:The State Of Lead-To-Revenue Management

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...

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For Sales Enablement Professionals

Report:Provisional L2RM Process Catalog

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...

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For Sales Enablement Professionals

Report:Pinpoint The Actions And Outcomes That Elevate Leads To Revenue

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...

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For Sales Enablement Professionals

Blog:Proving Theodore Levitt Wrong About Sales

I (Lori Wizdo) am on a plane, flying to San Francisco, to participate in Forrester’s Technology Sales Enablement Forum. As I was prepping for my (limited) role in the event, I had a flashback...

For Sales Enablement Professionals

Blog:Does Your Thought Leadership Program Need a PR Campaign?

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...

For Sales Enablement Professionals

Report:The Lead-Nurturing Payoff For The Tech Industry

Engage With Early-Stage Buyers, Drive Pipeline And Revenue Performance

Today's empowered technology buyers are two-thirds of the way through their buying process before they engage with tech vendors' sales teams. Forrester believes that a robust lead-nurturing program...

• Downloads: 585

For Sales Enablement Professionals

Blog:Buyer Behavior Helps B2B Marketers Guide The Buyer's Journey

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...

For Sales Enablement Professionals

Report:2012 Tech Marketing Planning Guidance

With Proliferating Tactics And Constrained Budgets, Targeting And Focus Are A Mandate

Tech marketers typically use last year's plan as a starting point for next year's marketing planning process, making changes to accommodate new goals and current-year budget realities. As a result,...

• Downloads: 780
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For Sales Enablement Professionals

Report:The New Physics Of Lead-To-Revenue Management

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...

• Downloads: 245
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For Sales Enablement Professionals

Report:A Holistic Measurement System Enables Continuous Improvement

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...

• Downloads: 159
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For Sales Enablement Professionals

Blog:The Missing Link In Social Media Use: Tracking Prospects

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...

For Sales Enablement Professionals

Blog:Oracle Acquires Eloqua: A Quick Take on What it Means

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.  ...

For Sales Enablement Professionals

Blog:Lead-To-Revenue Management Fosters Marketing/Sales Alignment

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...

For Sales Enablement Professionals

Blog:Accelerating Revenue In A Changed Economy

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...

For Sales Enablement Professionals

Report:Tools For Defining And Documenting L2R Processes

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...

• Downloads: 121
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For Sales Enablement Professionals

Report:Marketing Tactics Of Top Tech Performers

An Artful Mix Of Old And New Yields Revenue Impact For Marketing Leaders

Tech marketers at top-performing tech companies demonstrate similar go-to-market strategies that set them apart from their peers at companies with average performance. The strategic mix leverages...

• Downloads: 758
• Comments: 4
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For Sales Enablement Professionals

Report:Using A Results Chain To Model Your Lead-to-Revenue Process

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...

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For Sales Enablement Professionals

Report:Automating Lead-To-Revenue Management

The challenge of accelerating revenue in the face of rapidly changing buying behaviors and an exploding number of marketing vehicles is driving technology product and service companies to refine (and...

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For Sales Enablement Professionals

Report:Automating Your End-To-End Process

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...

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For Sales Enablement Professionals

Blog:Handholds For B2B Marketers On The Slippery Slope To "Cost Center"

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)...

For Sales Enablement Professionals

Blog:Are You Absolutely Sure You're Doing Enough With Social?

I (Lori Wizdo) have just put the finishing touches on the content for tomorrow's (Wednesday, March 28 at 10am PT/1pm ET)  interactive webinar, Socialize Your Lead To Revenue...

For Chief Marketing Officer Professionals

Blog:Dealing With The “People Part” Of Your Lead-To-Revenue Management Transformation

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...

For Sales Enablement Professionals

Blog:Forget The Funnel! Introducing A New Metaphor For Lead To Revenue Process Management

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...