FOR Customer Insights PROFESSIONALS

The Lead-To-Revenue Playbook


Transform Marketing With A Revenue-Relevant Customer Engagement Strategy




In 2010, Forrester introduced the term "lead-to-revenue management" (L2RM) to categorize a set of integrated processes, goals, and metrics that frame marketing practices from lead generation to sales close, and that calibrate marketing results to sales results. Leaders who adopt the lead-to-revenue (L2R) concept are driving revenue growth by attracting, capturing, nurturing, and retaining leads in a more efficient and effective way, and ensuring that sales and marketing teams collaborate in order ...

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PLAYBOOK RESEARCH

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Forrester Playbooks

Playbook frameworks guide your critical decisions with integrated reports, tools, and objective insights. See how Playbooks align to your critical business initiatives, delivering integrated reports, tools, and guidance for your key decisions. Watch the video.

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Transform B2B marketing with L2R management.

Watch the Webinar Introducing The Lead-To-Revenue Playbook with Lori Wizdo and Peter O'Neill.