Forrester

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

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: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: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,...

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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...

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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...

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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...

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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...

• Downloads: 550
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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...

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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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