Forrester

For Sales Enablement Professionals

Tool:The Relationship With Sales Is Dismal Across The Board

For Marketing Leadership Professionals

Report:US Interactive Marketing Forecast By Industry, 2011 To 2016

Forrester forecasts interactive marketing spend to grow at a compound annual growth rate of 17%. But not all industries will invest in interactive at the same pace. Financial services will spend the...

• Downloads: 1569

For Marketing Leadership Professionals

Tool:SMB And Enterprise Firm Demographics

For Sales Enablement Professionals

Tool:Marketing's Strategic Value Is Disappearing

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: 241
• Rating:

For Marketing Leadership Professionals

Tool:B2B Financial Services Marketers Face Limited Budgets In 2010

For Marketing Leadership Professionals

Report:A New Approach To Brand Loyalty

Loyalty Marketing Must Take The Brand Beyond Points And Programs

Most chief marketing officers (CMOs) have a tactical view of loyalty marketing. They tell us that their approach, while necessary, has unclear objectives and focuses too much on short-term financial...

• Downloads: 1238

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: 118
• Comments: 2
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For Marketing Leadership Professionals

Tool:Display And Social Top Areas For Growth In SMBs' Budgets

For Sales Enablement Professionals

Report:Case Study: Telus B2B Marketing Demonstrates The Value Of Lead-To-Revenue Management

Taking A Holistic View Of Managing Demand

In the evolving economy, the Telus Communications B2B marketing organization found that it was more important than ever to crystallize the value of marketing's contribution to the bottom line. The...

• Downloads: 383

For Sales Enablement Professionals

Report:European B2B Marketers Will Invest In Automation In 2013

Local Vendors Continue To Innovate

Wake up, marketing automation vendors: The European market is getting hot! Forrester's Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey shows us that the rate of investment is...

• Downloads: 126
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For CMO Professionals

Tool:Pharma And Services Firms Spend More On Technology For Community Marketing

For Marketing Leadership Professionals

Tool:New Customer Sales Tops SMBs' Business Priorities

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...

• Downloads: 283
• Comments: 1
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For Marketing Leadership Professionals

Tool:B2B Financial Services Marketers Favor Traditional Publishers

For eBusiness & Channel Strategy Professionals

Report:Injecting Next-Generation Thinking Into Your Financial Services Acquisition Website

Technology Is Just Part Of The Answer To Building A Next-Generation Sales Site

The next generation of online financial services sales needs more of a change in thinking and approach than a change in technology. Forrester believes the next generation of online sales in financial...

• Downloads: 1007

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: 778
• Comments: 1
• Rating:

For Sales Enablement Professionals

Report:B2B Marketers Prefer To Create Their Own Content Mostly For Lead Nurturing

Effective content marketing is now critical to B2B marketers' success because useful content accelerates potential buyers along their journey. That usefulness is predicated on the content being...

• Downloads: 211
• Comments: 2

For Marketing Leadership Professionals

Tool:B2B Financial Services Marketers Are Slow To Embrace Emerging IM Tactics

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...

• Downloads: 524
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For Application Development & Delivery Professionals

Report:Tech Marketers Pursue Antiquated Marketing Strategies

Other Industries Have Moved Beyond Product Marketing And Lead Generation

Compared with other industries, B2B technology industry companies treat marketing as an opportunity to sell new products and services to new customers. For these vendors, the product is the axis...

• Downloads: 523

For Customer Insights Professionals

Report:The State Of MRM In 2011

Marketing Operations Technology Is Increasingly Contextual

Marketing resource management (MRM) systems promise to enhance marketers' ability to optimize planning, budgeting, collaboration, and asset creation. MRM received significant attention in the middle...

• Downloads: 559

For Marketing Leadership Professionals

Report:Interactive Marketing Priorities For SMBs

Small and medium-size business (SMB) marketers, much like their enterprise counterparts, find that challenges — like limited budgets, resources, and customer insight — interfere with...

• Downloads: 779

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...

• Downloads: 10
• Rating:

For Sales Enablement Professionals

Report:Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

Executive Overview: The Lead-To-Revenue Playbook

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...

• Downloads: 215