Lori   Wizdo

Lori Wizdo

VP, Principal Analyst Serving B2B Marketing Professionals

Lori serves B2B Marketing Professionals 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 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 recognized industry thought leader. She is a frequent speaker at industry events, and her articles have been published in various journals including CIO, B2B Marketing, Customer Think, and Ad Age. Lori is also co-inventor of two patented business process methods for the enablement of knowledge communities.

Education

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

Lori Wizdo

VP, Principal Analyst Serving B2B Marketing Professionals

Lori serves B2B Marketing Professionals 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 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 recognized industry thought leader. She is a frequent speaker at industry events, and her articles have been published in various journals including CIO, B2B Marketing, Customer Think, and Ad Age. Lori is also co-inventor of two patented business process methods for the enablement of knowledge communities.

Education

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

Lori Wizdo's Research

Most RecentMost Popular
  • For Professionals

    REPORT: Lessons Learned From Lead-To-Revenue Pioneers

    Landscape: The Lead-To-Revenue Playbook

    November 16, 2017Lori Wizdo

    After bagging impressive early wins, lead-to-revenue management (L2RM) pioneers have had difficulty sustaining ongoing improvement. To learn why, we analyzed 120 inquiries that B2B marketing practitioners with L2RM programs submitted to Forrester's analysts in 2017. This report highlights the most common pitfalls on the road to sustained improvement so that you can optimize your L2RM initiative — whether you're implementing, automating, or refining your L2RM process. 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 insights and data.

  • For B2B Marketing Professionals

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

    Executive Overview: The Lead-To-Revenue Playbook

    November 15, 2017Lori Wizdo

    The lead-to-revenue (L2R) playbook is for business and consumer marketers who must power up their L2R processes to achieve new customer acquisition, current customer expansion, and overall revenue growth. Lead-to-revenue management (L2RM) isn't demand generation on steroids. It's an opportunity to create a new customer engagement model that will first disrupt, then transform, your marketing organization as you re-engineer sales and marketing processes and leverage new marketing automation software. This playbook provides practical guidance for B2B professionals, whether they're implementing, automating, or refining their L2RM process. Forrester reviews and revises this report periodically for continued relevance and accuracy; we're now updating it to factor in new ideas and content.

  • For B2B Marketing Professionals

    REPORT: Take The Measure Of Your L2RM Maturity

    Assessment: The Lead-To-Revenue Playbook

    October 23, 2017Lori Wizdo

    B2B marketers implementing a lead-to-revenue management (L2RM) program for the first time — or expanding an immature program — often underestimate the scope of the change required to transform this marketing process. We've developed 20 criteria across six competencies — strategy, organization, execution, performance management, data management, and technology — to assess the maturity of a L2RM program. This report and the companion assessment tool will help B2B marketers identify required capabilities and existing gaps.

  • For B2B Marketing Professionals

    REPORT: Predictions 2018: Digital Disruption Is The New Normal For B2B Marketing

    Refine B2B Marketing's Remit To Meet The Demands Of The New Business Consumer

    October 5, 2017Lori Wizdo

    Historically, marketers in B2B companies have had less strategic influence than their compatriots in sales and product (e.g., engineering and manufacturing) roles. But in 2018, forces that have been roiling for the past several years will coalesce to spark a B2B marketing renaissance. This report highlights the specific changes that B2B marketers will make — and experience — in 2018 when their new destiny as steward of the customer relationship unfolds.

  • For B2B Marketing Professionals

    REPORT: Vendor Landscape: B2B Marketing Data Providers, Q3 2017

    July 26, 2017 Steven Casey, Steven Wright, Lori Wizdo

    Many B2B marketers believe that inaccurate and incomplete data is a hard fact of life that is too difficult and expensive to fix — even though it eats marketing ROI and eviscerates good customer experience. It's time to drop that legacy thinking. The data marketplace has exploded with solutions and services to address the origin and governance of business-buyer data — with a reasonable investment of time and money. This report offers an overview of vendors to guide B2B marketers on driving requirements from use cases, evaluating vendors, and making procurement decisions.

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Webinar: Predictions 2018 For B2B Marketing

Date: November 30, 2017
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