Trends Report

Forget The Funnel: The B2B Marketing Process Drives Revenue Performance

February 5th, 2018
Lori Wizdo, null
Lori Wizdo
With contributors:
Caroline Robertson , Matthew Camuso , Alexander Bullock , Kara Hartig

Summary

High-performing marketing teams have more structured processes. As B2B marketers strive to introduce more process rigor into their execution, they stumble because the go-to concept of B2B marketing — the funnel — fails as a planning construct for lead-to-revenue management (L2RM) process definition. This report introduces a new framework — the engagement escalator — and a set of tools B2B marketers can use to create, validate, or fine-tune their L2RM process. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new ideas and data.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.