Forrester

Why Read This Report

B2B marketers are adopting the lead-to-revenue (L2R) concept to ensure that revenue goals are met on time by optimizing the balance among lead value, velocity, and volumes, as well as ensuring that the total process is executed more efficiently and effectively. This approach will vary in practice based on two dimensions: the level of lead-to-revenue management (L2RM) process maturity evident in the organization and the extent of L2RM automation investments. This report focuses on how to organize a team to design and manage a buyer-centric L2RM process and includes the new job titles, roles, and responsibilities of that team; plus, it considers the important interfaces to other departments that will ensure L2RM success.