Lori Wizdo

VP, 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.

Education

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

Lori Wizdo's Research

  • For Customer Insights Professionals

    Report: B2B Marketers Can Govern L2RM With The Funnel But Must Design To The Customer Life Cycle

    The lead funnel (along with funnel derivatives such as the waterfall) gets well-deserved celebrity for giving business-to-business (B2B) marketing pros a metaphor to communicate the relevance of...

    • Downloads: 75
  • For Customer Insights Professionals

    Report: B2B Marketers Must Step Up To Message Management

    Savvy business-to-business (B2B) marketing leaders know that contextual, relevant content helps their company connect with customers through all the stages of the customer life cycle. But commun...

    • Downloads: 85
  • For Customer Insights Professionals

    Report: Develop Your Revenue Growth And Acceleration Strategy

    The lead-to-revenue management (L2RM) strategic plan provides the linkage between the L2RM vision and the operational processes and tactics through which business-to-business (B2B) marketers wil...

    • Downloads: 377
  • For Customer Insights Professionals

    Report: Shift Focus To The Customer Life Cycle To Take L2RM To The Next Level

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing — from a top-notch supplier of leads for the load-bearing sales channel to the architect of cu...

    • Downloads: 793
  • For Customer Insights Professionals

    Report: Gauge Your L2RM Progress And Success

    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 —...

    • Downloads: 265
  • 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: 824
  • For Customer Insights Professionals

    Report: Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

    The lead-to-revenue playbook is designed for business and consumer marketers who must power up their lead-to-revenue processes to achieve new customer acquisition, current customer expansion, an...

    • Downloads: 716
  • For Customer Insights Professionals

    Report: Shift Focus To The Customer Life Cycle To Take L2RM To The Next Level

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing — from a top-notch supplier of leads for the load-bearing sales channel to the architect of cu...

    • Downloads: 793
  • 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: 798
  • 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: 874
View all of Lori Wizdo's Research

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