Forrester

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: 173

For Sales Enablement Professionals

Report:The Skills And Structures For L2R Success

Organization: The Lead-To-Revenue Playbook

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...

• Downloads: 126

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: 194
• Comments: 2

For Sales Enablement Professionals

Report:Top-Performing Tech Marketers Use Webinars As A Portal To The Buyer's Journey

Webinars Can Impact The Awareness Phase Even More Than Product Selection

Webinars are now a favored communications vehicle for tech marketers. The most successful tech marketers do more than just "create webinars" and demonstrate products; they position these events in...

• Downloads: 356

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: 101
• Rating:

For Sales Enablement Professionals

Report:European Tech Marketing Continues To Be Different

This is a deep-dive data update to last year's report, "European Tech Marketing Is Different: Here's How," based on Forrester's Q4 2011 B2B Marketing Organizations And Investments Survey. Most of the...

• Downloads: 33

For Sales Enablement Professionals

Report:Mobile Is A Mainstream Content Source For Tech Buyers

Deliver What They Want Where They Want It

Mobile is becoming the new face of engagement. By 2016, smartphones and tablets will put power in the pockets of a billion business application buyers and/or users. Mobile is not simply another...

• Downloads: 264
• Rating:

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...

• Downloads: 266
• Rating:

For Sales Enablement Professionals

Report:Lead-To-Revenue Management Automation Made In Europe

Local Innovative Solutions Help Address European Needs

Many of the international lead-to-revenue management automation vendors have not yet seriously set up shop in Europe because they consider firms in that territory to be late adopters of marketing...

• Downloads: 207
• Rating: