Lori Wizdo

Principal Analyst serving Customer Insights PROFESSIONALS

Lori serves marketing execs in all industries who must power up their processes, technology, and teams to achieve new customer acquisition and revenue and retention goals. She researches and advises on the core marketing operations of customer attraction, nurturing, conversion, and life-cycle value management. The research manifests in a holistic lead-to-revenue management (L2RM) approach that leverages the right strategy, tools, tactics, and budget to execute customer insight based go-to-market strategies and plans that span both digital and traditional channels. Lori also covers the marketing automation software that marketers can deploy to scale operations, manage with metrics, and maximize return on investment.

Previous Work Experience

Lori is an accomplished business-to-business (B2B) marketing expert with over 30 years of experience in corporate, industry, and product marketing, demand management, and sales enablement roles. 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 Forbes, CIO, B2B Marketing, CMS Wire, and CRM Magazine.


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

Lori Wizdo's Research

  • For Customer Insights Professionals

    Report: Automate Your End-To-End L2RM Process

    A myriad of marketing automation vendors are vying to claim leadership in providing the software platforms to automate the lead-to-revenue management (L2RM) process. These marketing automation v...

    • Downloads: 546
  • For Customer Insights Professionals

    Report: Lead-To-Revenue Pioneers Discover It's Not Demand Generation On Steroids

    After bagging impressive early wins, lead-to-revenue management (L2RM) pioneers find it hard to sustain ongoing improvement. To learn why L2RM initiatives hit the wall, we analyzed 200 inquiries...

    • Downloads: 73
  • For Customer Insights Professionals

    Report: Take Lead-To-Revenue Management Beyond The Campaign

    If your lead-to-revenue process is still driven by campaigns, you're behind the vanguard. Campaigns have lost power as a tactic to attract new buyers. And, campaigns have never been the most eff...

    • Downloads: 141
  • For Customer Insights Professionals

    Report: Gear Up To Support B2B Marketing's Big Data Destiny

    This report, originally written for chief marketing officers, includes content relevant to customer insights (CI) professionals that focus on business-to-business (B2B) activities. Here's why: B...

    • Downloads: 190
  • For Customer Insights Professionals

    Report: Lead-To-Revenue Management Benefits Realization Plan

    This toolkit is a companion to "Plan, Don't Hope, For Lead-To-Revenue Benefits," the performance management report of the lead-to-revenue playbook. In that report, we introduced three techniques...

    • Downloads: 19
  • For Customer Insights Professionals

    Report: The State Of Lead-To-Revenue Management

    To establish the current state of lead-to-revenue management (L2RM) practices among tech marketers, we analyzed 80 client inquiries on the topic that tech marketing professionals posed to us fro...

    • Downloads: 792
  • 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: 863
  • 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: 829
  • 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: 628
  • 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: 614
View all of Lori Wizdo's Research

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