Balance People And Process To Fund L2RM

March 31st, 2016

Laura Ramos Vice President, Principal Analyst

With contributors:

Peter O'Neill , Lori Wizdo , Matthew Camuso , Peggy Dostie

Summary

Lead-to-revenue management (L2RM) standardizes and scales the practices needed to engage with customers across their life cycle. While the technology costs here are modest, the scope of the change is not. This report shows B2B marketers how to compile a comprehensive business case with a strong focus on people and process to expose the full investment required. It also shows how to fund a business case that will transform marketing from volume-lead supplier to architect of customer engagement that drives results. 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, data, and other relevant research.

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