Forrester Research : Analyst : Lori Wizdo

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Lori Wizdo

Principal Analyst serving Sales Enablement PROFESSIONALS

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Lori serves B2B marketers who must power-up their processes to achieve new customer acquisition and revenue goals. She researches and advises on the core marketing operations of customer attraction, nurturing, conversion, and life-cycle value management. The research reveals a holistic "lead to revenue management" approach that

leverages the right strategy, tools, tactics, and budget to achieve specific sales and marketing objectives. Lori also covers the marketing automation software that tech marketers can deploy to scale operations, manage with metrics, and maximize return on marketing investment.

Previous Work Experience

Lori is a technology marketing veteran with more than 25 years of experience in conceptualizing and implementing comprehensive marketing programs for pioneering software companies. Lori has held senior sales and marketing positions with a diverse set of technology firms — from venture-backed startups to global corporations, including BMC Software, Xerox, NCR, and Unisys. Lori is a frequent speaker at industry events. She is a recognized thought leader, and her articles have been published in a various journals, including CIO, B2B Marketing,

Education

Lori is a summa cum laude graduate of Pennsylvania State University.

Research Coverage:

B2B Marketing, Customer Relationship Management (CRM), Data Center Management, Emerging Methods, Go-To-Market Strategies, IT Infrastructure & Operations, Information Management, Marketing Organization & Culture, Partner & Affiliate Marketing, Partnership Strategies, Vendor Alliances & Partnerships, Vendor Positioning

Lori Wizdo's Research

For Sales Enablement Professionals
Report: The New Physics Of Lead-To-Revenue Management
Lori WizdoMarch 28, 2013
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 mana...
- Downloads: 177
- Rating:
For Sales Enablement Professionals
Report: A Holistic Measurement System Enables Continuous Improvement
Lori WizdoMarch 06, 2013
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 ...
- Downloads: 127
- Rating:
For Sales Enablement Professionals
Report: Tools For Defining And Documenting L2R Processes
Lori WizdoFebruary 01, 2013
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...
- Downloads: 105
- Comments: 2
- Rating:
For Sales Enablement Professionals
Report: Provisional L2RM Process Catalog
Lori WizdoJanuary 28, 2013
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 i...
- Downloads: 10
- Rating:
For Sales Enablement Professionals
Report: Using A Results Chain To Model Your Lead-to-Revenue Process
Lori WizdoNovember 28, 2012
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 fram...
- Downloads: 21
- Rating:

View all of Lori Wizdo's Research

For Sales Enablement Professionals
Report: 2012 Tech Marketing Planning Guidance
Lori WizdoDecember 21, 2011
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 resu...
- Downloads: 770
- Comments: 1
- Rating:
For Sales Enablement Professionals
Report: Marketing Tactics Of Top Tech Performers
Lori WizdoFebruary 09, 2012
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 leverage...
- Downloads: 747
- Comments: 4
- Rating:
For Sales Enablement Professionals
Report: The Lead-Nurturing Payoff For The Tech Industry
Lori WizdoOctober 21, 2011
Today's empowered technology buyers are two-thirds of the way through their buying process before they engage with tech vendors' sales teams. Forrester believes that a robust lead-nurturing prog...
- Downloads: 576
For Sales Enablement Professionals
Report: The State Of Lead-To-Revenue Management
Lori WizdoJuly 02, 2012
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 professiona...
- Downloads: 546
- Comments: 2
- Rating:
For Sales Enablement Professionals
Report: Automating Lead-To-Revenue Management
Lori WizdoDecember 09, 2011
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...
- Downloads: 519
- Rating: