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 B2B Marketing Professionals

    REPORT: The Forrester Wave™: B2B Marketing Automation Platforms, Q4 2018

    The Six Providers That Matter Most And How They Stack Up

    October 15, 2018Lori Wizdo

    In our 36-criteria evaluation of B2B marketing automation platform (MAP) providers, we identified the six most significant ones — Act-On Software, bpm'online, Marketo, Oracle, Salesforce, and SAP — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals make the right choice.

  • For B2B Marketing Professionals

    REPORT: The B2B Marketing Practice Is Halfway To Awesome

    Landscape: The Lead-To-Revenue Marketing Playbook

    September 17, 2018Lori Wizdo, Matthew Camuso

    Forrester introduced the term lead-to-revenue marketing (L2RM) in 2010 to describe a customer-centric business system for marketers whose offerings mandate a long, complex, or highly considered buying process. In 2018, we surveyed B2B marketers with questions about their L2RM practices. This report, showcasing that survey's findings, will help B2B marketing leaders see how far the L2RM practice has advanced and how much room for improvement remains.

  • For B2B Marketing Professionals

    REPORT: Measure These Six Things To Improve Revenue Performance

    Performance Management: The Lead-To-Revenue Marketing Playbook

    August 30, 2018Lori Wizdo

    The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing activities and budgets to revenue generation. But creating a system to continuously improve the lead-to-revenue (L2R) process requires a more comprehensive approach than simply measuring the results of marketing spending using revenue contribution metrics. This report provides a framework B2B marketers can use to optimize revenue performance by measuring the process that drives that performance. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. This edition factors in new ideas and data.

  • For B2B Marketing Professionals

    REPORT: Three Waypoints On The Journey To B2B Marketing Transformation

    Road Map: The Lead-To-Revenue Marketing Playbook

    August 30, 2018Lori Wizdo, Matthew Camuso

    To engage the new business consumer, savvy B2B marketing leaders leverage their lifetime revenue marketing (LRM) initiative to drive the extraordinary change in marketing practice. Concurrent assimilation of new tactics, processes, and automation will tax just about every marketing team. Transformation is necessary, but the organizational stress — if not properly managed — will put many LRM projects at risk. This report, and its companion tool, will help you develop your road map to operationalize marketing transformation.

  • For B2B Marketing Professionals

    REPORT: Optimize Revenue Results With An L2RM Business System

    Continuous Improvement: The Lead-To-Revenue Marketing Playbook

    August 30, 2018Lori Wizdo

    Companies that have implemented a managed lead-to-revenue (L2R) process are demonstrating results with about 30% better performance in marketing contribution to pipeline and revenue and 50% higher revenue growth. But those results don't come about without significant change in marketing planning, tactics, and operation. The lead-to-revenue-management (L2RM) business system is a planning construct to help B2B marketers operationalize their L2RM vision and ensure that they plan changes holistically. This is a significant 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 and data.

View all of Lori Wizdo's Research

Clients Who Work With Lori Wizdo Also Work With:

View all related analysts