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 New Physics Of Lead-To-Revenue Management

Vision: The Lead-To-Revenue Playbook

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...

• Downloads: 177
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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
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For Sales Enablement Professionals

Report:A Holistic Measurement System Enables Continuous Improvement

Performance Management: The Lead-To-Revenue Playbook

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 of...

• Downloads: 127
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For Sales Enablement Professionals

Report:B2B Marketing Tactics And Results: Channel-Oriented Versus Direct

Channel Ecosystem Entropy Diminishes Results

In this economic climate of scrutinized marketing budgets and demonstrable return on investment (ROI) expectations, business-to-business (B2B) marketers need to make sure that they're doing the right...

• Downloads: 156

For Marketing Leadership Professionals

Report:The ROI Of "Owner" Communities

A Tool To Help You Uncover The Economic Value Of Your Community

Two of the most common questions we receive from B2B marketers are "How do I know if it's worth having a community?" and "How can I prove to my executives that my community is worth their...

• Downloads: 192
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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:Tools For Defining And Documenting L2R Processes

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 the...

• Downloads: 105
• Comments: 2
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For Sales Enablement Professionals

Report:Provisional L2RM Process Catalog

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...

• Downloads: 10
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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:Using A Results Chain To Model Your Lead-to-Revenue Process

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 frame and...

• Downloads: 21
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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
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For Sales Enablement Professionals

Report:Pinpoint The Actions And Outcomes That Elevate Leads To Revenue

Processes: The Lead-To-Revenue Playbook

Lead-to-revenue management (L2RM) is all about optimizing processes and practices to ensure that every scintilla of potential revenue is realized from your marketing investment. A well-designed and...

• Downloads: 248
• Comments: 1
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For Sales Enablement Professionals

Report:The State Of Lead-To-Revenue Management

Landscape: The Lead-To-Revenue Playbook

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 professionals...

• Downloads: 546
• Comments: 2
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For Sales Enablement Professionals

Report:Seller Insight Study: Sales Professionals' Perspectives On Gaining Access

Understanding which strategies salespeople find effective for gaining access to executive-level buyers is important for sales enablement professionals to properly equip their sales teams to be more...

• Downloads: 42
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For Marketing Leadership Professionals

Report:Tech Marketers' 2012 Investment Plans

Money Shifts To Operations In the Tech Marketing Flywheel

Tech marketers are making a big investment in the transition from "art to science" in 2012 as they flow more money into the activities and technologies of marketing operations. Two factors stand out...

• Downloads: 405
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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:Marketing Tactics Of Top Tech Performers

An Artful Mix Of Old And New Yields Revenue Impact For Marketing Leaders

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 leverages...

• Downloads: 747
• Comments: 4
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For Sales Enablement Professionals

Report:2012 Tech Marketing Planning Guidance

With Proliferating Tactics And Constrained Budgets, Targeting And Focus Are A Mandate

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 result,...

• Downloads: 770
• Comments: 1
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For Sales Enablement Professionals

Report:Automating Lead-To-Revenue Management

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 (and...

• Downloads: 519
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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
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For Marketing Leadership Professionals

Report:US Interactive Marketing Forecast By Industry, 2011 To 2016

Forrester forecasts interactive marketing spend to grow at a compound annual growth rate of 17%. But not all industries will invest in interactive at the same pace. Financial services will spend the...

• Downloads: 1549

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:The Lead-Nurturing Payoff For The Tech Industry

Engage With Early-Stage Buyers, Drive Pipeline And Revenue Performance

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 program...

• Downloads: 576

For Customer Insights Professionals

Report:The State Of MRM In 2011

Marketing Operations Technology Is Increasingly Contextual

Marketing resource management (MRM) systems promise to enhance marketers' ability to optimize planning, budgeting, collaboration, and asset creation. MRM received significant attention in the middle...

• Downloads: 554