Lori Wizdo

Principal Analyst serving Customer Insights PROFESSIONALS

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 (L2RM) 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 B2B 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. She 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 various journals, including CIO and B2B Marketing.


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

Lori Wizdo's Research

  • For Customer Insights Professionals

    Report: Quick Take: IBM Acquires Silverpop

    On April 10, 2014, IBM announced its intent to acquire Silverpop, a software-as-a-service (SaaS) marketing automation and email service provider. With this acquisition, IBM fills in some signifi...

    • Downloads: 40
    • Rating:
  • For Sales Enablement Professionals

    Report: Use The L2RM Platform Forrester Wave™ To Support Buyer Engagement

    This report, originally written for customer insights professionals, includes content relevant to professionals responsible for sales enablement, especially those leading marketing for B2B compa...

    • Downloads: 92
  • For Customer Insights Professionals

    Report: Drive Continuous Improvement With A Holistic Measurement System

    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 creating a system for sustained, ...

    • Downloads: 449
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  • For Customer Insights Professionals

    Report: The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014

    In Forrester's 75-criteria evaluation of lead-to-revenue management (L2RM) platform vendors, we identified the nine most significant solution providers in the category — Act-On, Adobe, Cal...

    • Downloads: 397
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  • For Customer Insights Professionals

    Report: Quick Take: Marketo Acquires Insightera

    On December 12, 2013, Marketo announced the acquisition of Insightera, a dynamic-content-based personalization platform vendor, for $20 million in stock and cash. With this acquisition, Marketo ...

    • Downloads: 83
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  • For Customer Insights Professionals

    Report: Marketing Tactics Of Top Tech Performers

    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: 841
    • Comments: 4
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  • For Customer Insights Professionals

    Report: 2012 Tech Marketing Planning Guidance

    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: 813
    • Comments: 1
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  • For Customer Insights Professionals

    Report: The State Of Lead-To-Revenue Management

    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: 752
    • Comments: 2
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  • For Customer Insights Professionals

    Report: The Lead-Nurturing Payoff For The Tech Industry

    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: 640
  • For Customer Insights Professionals

    Report: The New Physics Of Lead-To-Revenue Management

    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: 541
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View all of Lori Wizdo's Research

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