Why Read This
Business-to-business (B2B) marketers implementing a lead-to-revenue (L2R) process for the first time, or expanding an immature L2R program, often feel they are navigating uncharted waters — but they are not alone! Rather than throw a hodgepodge of lead generation and lead management tactics into the marketplace and see what sticks, customer insights (CI) professionals should learn from the experiences of their peers. Top performers use specific content and strategies in each of the four stages of the L2R process to effectively and efficiently engage with potential buyers as, and when, those buyers want to. And once their efforts begin to drive revenue growth, top performers know what metrics to capture to prove to senior management and executives the full impact of implementing the L2R process. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We have evaluated the data and found it still relevant.